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Ryan Neill | 28 May 2024

Small and medium-sized enterprises (SMMEs) often encounter a significant hurdle: pricing their products or services effectively in the journey of entrepreneurship.

Many inadvertently set prices too high, ultimately pricing themselves out of the market and hindering their own growth.

From an enterprise supplier development (ESD) perspective, addressing this challenge is crucial for the sustainable success of SMMEs.

Central to this issue is a misunderstanding of market dynamics and the value proposition of SMMEs.

Driven by a desire for immediate profitability, businesses often overlook the importance of affordability in consumer decision-making.

However, understanding customer needs and preferences is essential.

Through thorough market research, SMMEs can identify competitive pricing strategies that align with their target audience, fostering long-term growth over short-term gains.

SMMEs must recognise the broader socio-economic implications of pricing inefficiencies.

These businesses play a vital role in local economic development, creating jobs, driving innovation, and engaging with communities.

Pricing strategies that hinder their success have far-reaching effects, impacting supply chains, employment, and overall economic vitality.

Collaboration and mentorship are critical in addressing this challenge.

ESD programs provide SMMEs with guidance, resources, and networking opportunities, empowering them to make informed decisions about pricing and business management.

By fostering a culture of knowledge sharing and support, these programs enable SMMEs to navigate market dynamics with confidence.

Ultimately, pricing is about finding a balance between profitability and accessibility, short-term gains and long-term sustainability.

From an ESD perspective, the goal is to create an ecosystem where SMMEs can thrive, contributing to economic growth and social development.

By rethinking pricing strategies through the lens of market dynamics and community impact, SMMEs can chart a course towards sustainable growth and prosperity.

‘Disclaimer - The views expressed here are not necessarily those of the BEE CHAMBER’.


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