The Adoption of Marketing Plans by Micro-Enterprises in Zimbabwe: A Case of Fashion Boutiques in Masvingo

The successful performance of any business organization has been proved to be a result of the effective adoption and use of marketing plans. Marketing plans should not just be wishful thinking but rather a realistic deliberate action based from information about the market and customer needs and also be based on organizational potential and its strengths to satisfying the identified needs With this view micro firm in the fashion boutique sector in Zimbabwe could grow into formal organizations if they had adopted the use of marketing plans. This study was meant to measure the extent of adoption of marketing plans by micro fashion boutiques in Zimbabwe. The study was done on a sample of 100 respondents who were picked from 40 micro fashion boutique firms in Masvingo town, of which 40 respondents were Owner-managers and 60 respondents were workers from the same firms so that unbiased information could be obtained. The data was collected through the use of a questionnaire since it enabled the respondents a time to understand and answer questions during their spare time. The researcher adopted the descriptive research design because of the reasons that it enabled the respondents to give their views freely. An extensive literature study was done to examine the relevant materials in the same topic and see the views of different authors regarding the effective use of marketing plans for growth of firms. The study revealed that most micro fashion boutiques have not yet adopted the use of marketing plans which might be a possible reason for failure to grow. It was concluded that their efforts originates from owner-managers so lack continuity in case owners are absent. Management implications and recommendations were given if micro firms are to grow.