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Marketing system of the competitive advantage of microenterprises and crafts

The European economy consists mostly of small and medium-sized enterprises which also include crafts (99% of the total number of enterprises) and those SME’s generate more than three quarters of jobs. This is the reason that sector of small enterprises is in focus when talking about sustainable economic development, which has all been highlighted by adopting of the Lisbon Strategy in 2010 and a number of other European economic documents. These documents based on the principle of "putting small business first" emphasize the need to strengthen the competitiveness of small enterprises. Crafts in Croatia employ approximately 16% of the workforce which makes this sector an important part of the total economy. Upbringing and development of the competitiveness of this business sector is becoming "condictio sine qua non" of its successful performance in the domestic and demanding European market. In the context of enhancing the competitiveness the role of appropriate marketing approach is being highlighted. This paper analyzes the current practice of marketing implementation in crafts and micro enterprises and points out the possibility of its efficient use. The results will provide insight into creating of optimal marketing model accustomed to crafts and micro enterprises.

craft and micro-enterprises, competitiveness, market, marketing models

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