Exploration of Marketing Strategies: A Study among Female Entrepreneurs in Quetta-Pakistan

Abstract

The research investigates marketing practices utilised by Quetta Pakistan female entrepreneurs who operate within predominantly male business domains. The research study analyses fundamental marketing methods businesses use to determine their effectiveness and demonstrates the socio-economic challenges they face. The research employed a single case study method and semi-structured interviews with 30 female entrepreneurs in different business sectors. The analysis uncovered four fundamental aspects: customer relationship management (CRM) to retain customers, competitive pricing and value-based approaches, digital marketing as a foundation for brand exposure, and the importance of strategic business positions in the market. The obstacles of financial limitations, cultural difficulties and digital knowledge gaps do not deter female business owners because they implement adaptive planning methods. The study adds knowledge about women’s business leadership in developing markets through findings that guide public sector leaders, business development services, and business owners toward improving business stability and women’s economic strength.