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The trade fairs are one of the promotional events that act as a tool for marketing of goods and services to majority of the SMEs in the world. In Tanzania, trade fair started since 1960s’ and have kept on popularity and increasing in number of participant to more than forty fairs by now which named as Dar es Salaam International Trade Fair (DITF).Normally held ones in a year (7, July) and became famous in East and Central Africa. The first trade fair was started in 1963 by an expert from UK in the Ministry of Trade and Cooperative Unions. Atthe Trade Fair Ground by then known as SabaSaba and later changed the name to The Mwalimu. J. K. Nyerere Trade Fair Ground[1]. Participants were from all over the country in particular SMEs of local and foreign countries focusing Tanzania as a market for their products. The number of participants kept increasing to date in 2017 the DITF registered more than 2500 exhibitors and about 74% are the SMEs from different 30 countries over the world, with more than 293,476 visitors in the trade fair ground[1]. The exhibitors were different entities including companies and government institutions. The general public utilize this vital event in various manners to show and build strong relationships among exhibitors, visitors and the general public at the trade fair ground. During the early years, participating in trade fair was contended as for corporate and big companies that occupies large proportion of trade fair ground. Currently, the situation has changed where majority of participants in trade fair are the SME’s. [2], verified that, majority of the participants in trade fair are small and medium enterprises (SMEs), that they only participate in trade fair to exhibit their varieties of goods and services, to gain new skills of innovation and improve their businesses during the fair. One of the reasons for this paradigm shift is due to many benefits obtained Abstract: Trade fair is a most powerful media and important part of the marketing mix. Which enable companies to test their products and at the same time market them appropriately. Previous years it seem that large companies participate in trade fair. However, nowadays many SMEs also want to participate in trade fair although there are some challenges hinder them in participating trade fair effectively. The objective of this paper is to investigate on the challenges facing SMEs in participating in trade fair. Specifically, the study examined the benefits of participating in trade fair by SMEs, analysed the level of participation of SMEs during the trade fair and investigated on major challenges which hinder effective participation of SMEs in trade fair. The study was approached using multiple embedded case study design where six cases which have been participating in trade fairs were involved. Data and information were collected and analysed using qualitative methods. Findings of the study show that participating firms in trade fair benefit in a number of ways. Further, the study has discovered that SMEs do not participate in trade fair adequately. This is mostly caused by inadequate funding and poor flow of information. Also, for those firms which participate in the trade fair do not attend all the events which are organized for them to promote their businesses. Finally, the findings show that SMEs mainly face number of challenges which hinder their adequate involvement in parallel events during the trade fair.

international journal of managerial studies and research

The Challenges Facing Small and Medium Enterprises (SMEs) Participating in Trade Fair: A Case of Dar es Salaam International Trade Fair (DITF) in Tanzania