The Perceived Effectiveness of the Promotional Strategies of DTI SME Roving Academy In Selected Areas In Rizal

Abstract

In the face of a changing business environment and shifting economic trends, developing nations need to seize the opportunities and cope with the threats of globalization by preparing themselves for a more resilient domestic economy. These countries recognize an important ally in the presence of Small and Medium Enterprises (SMEs) that provide a valuable economic backbone that is necessary for the stability of any developing nation (Rahman, 2002). The Philippines, as a developing nation, recognized SMEs as an important ally that supports the stability of its economic status. Based on the 2015 data provided by the Philippine Statistics Authority (PSA), formerly National Statistics Office (NSO), there are 900,914 establishments in the Philippines, 99.5% or 896,839 are micro, small, and medium enterprises (MSMEs). Thus, the country, through its Department of Trade and Industry (DTI), helps MSMEs to further develop and improve their business strategies. In this study, the DTI SME Roving Academy (SMERA) was evaluated through the perceived effectiveness of the SMEs. SMERA is one of the programs implemented by the DTI that help the SMEs in further developing their business. Quantitative research design and descriptive research method through the use of self-made questionnaire were used to evaluate the perceived effectiveness of SMERA. Fifty-two (52) SMEs from different parts of Rizal were asked to participate in the study. The main data gathering tool will be the interview questionnaire that will evaluate program effectiveness in communicating to the participant's adaptability to SME Roving Academy in sustaining SMEs in Rizal area selected through a trace study from DTI Region IV's database of participants to the program. The questionnaire would focus on how the respondents implemented Marketing Communication concepts as acquired from the DTI SME Roving Program as a tool in promoting their products or services. The results revealed that the DTI is successful in implementing the program in some areas, such as mounting of SMERA. However, they failed at documentation and diagnosing aspect. The result from determining the sources of information regarding SMERA 73% knew about DTI SMERA project, LGU Plays a big role in disseminating information to the public. DTI is effective in mounting the SME roving academy as the resource speaker invited are effective in terms of delivery of messages.