Sustainability of a Sole Proprietor MSME Owner through Entrepreneurship and Social Responsibility

The study intends to determine how micro, small, and medium-sized (MSMEs) implement sustainable marketing strategies and effective decision-making processes as well as understand how these enterprises conduct marketing to maintain competitiveness and growth. By using a quantitative descriptive survey method, 10 DTI-registered MSMEs in Kalumpang, Marikina City were examined. The study comprised of exploring the nature of their operations, organizational structure, and other distinguishing characteristics of enterprises.
The study showed that most enterprises are service-oriented sole proprietorships with having capital below PHP 3 million. The enterprises employ between 1 and 9 individuals and are relatively new ventures as only started operations for less than three years. The study also showed how 7Ps (Product, Place, Price, Promotion, Physical evidence, People, Process) are used in sustainable marketing initiatives among MSMEs. The survey responses also affirm the effectiveness of 7Ps in marketing challenges experienced by enterprises.
However, the study also revealed limitations through time constraints, which hinders enterprises from perceiving long-term impacts of marketing tactics on their business growth and sustainability. In addition, the study also encountered limitations where respondents opted out of the study to keep confidentiality, thereby affecting the research data.
In conclusion, the 7Ps marketing framework remains to be a valuable tool for MSMEs in terms of attaining sustainable business growth in a competitive market. Moreover, the findings of this study also recommend further research which focus on other strategies that can promote sustainability in marketing efforts among MSMEs.