The most important aspect of measuring the penetration of any business is measured in how well the business meets its growth. For small and medium sized enterprises, growth is a vital parameter because;
A well framed business plan has a marketing strategy that ensures all the above by boosting sales and revenue. It acts as a forecast for market trends and consumer preferences well enough in advance that a business can preempt implementing measures that allow it to stay ahead of the general curve. In exceptional marketing strategy instances the business can actually cause these trends and influence consumer preferences by presenting their products in a novel way that captures the attention of consumers thereby creating demand that the business can satisfy.
For small and mid-size businesses there are some aspects related to size that favor them more than big companies when it comes to gaining a firm foundation. These include greater flexibility, innovation freedom and personalized attention to client needs.
Any marketing strategy employed should play to these strengths and encourage the development of an inclusive and personal client-company environment and business practices.