Effect of Strategic Orientation on Performance of SME's in Juba, South Sudan

Abstract

As a newly founded developing country, the development of the Small Medium Enterprises (SME) sector in South Sudan is indispensable. The progression of SME as a support industry enhances growth of large industries. SME development is a foundation of large industries because every large enterprise, at one point, had an experience of starting as an SME. Therefore, the future of the large enterprise depends on the development of SME. South Sudan, as a young nation, has an opportunity to lay a solid foundation on developing SME sector at this early stage of state formation. However, it would not make sense to develop the SME sector without ascertaining factors that would influence performance of SME. In this context, the researcher was motivated by the ongoing debate, in which South Sudan is not an exemption, on whether strategic orientation would authority performance of SMEs. Primary objective of this research is to investigate the effect of strategic orientation on the recital of SMEs in Juba, South Sudan. With the help of descriptive research design, 10,000 small medium enterprises were target population for this study. Fisher et al formula has been applied to finalize the total sample size (i.e. 95) for this research.   Drop and pick later technique was being adopted to enhance the response rate from samples. Structured questionnaire has been used to collect data. Data analysis and interpretation has been done through the Statistical Package for Social Sciences (SPSS). The data was then coded to enable the responses to be grouped into various categories. The research originates that premeditated course affects recital of SMEs in Juba, South Sudan. The study recommends that SMEs need to continuously identify and acquire new customers. They should encourage customers to give feedback about the products and services while vigilant on customers' future needs. They need to continuously monitor the competition and strive to find new ways to improve customer satisfaction with the products and services they offer.