WOMEN STARTUP ENTREPRENEURS’ CHALLENGES IN SITUATION ANALYSIS, OBJECTIVES, STRATEGY, TACTICS, ACTION, AND CONTROL PLANNING: INSIGHTS INTO MARKETING PLAN CAPABILITY

This study examined the marketing planning practices of women startup entrepreneurs using the SOSTAC Planning Model: situation analysis, objectives, strategy, tactics, action, and control. Its main objective was to explore how women apply the model and the challenges they faced in doing so. Findings show that their planning is adaptive and context-driven, shaped by experiential learning, customer focus, and institutional support. Key challenges include limited capital, gender bias, skill gaps, and resource constraints, while opportunities can be addressed, such as mentorship, digital tools, community engagement, and government trade fairs, to enhance resilience. The study concluded that sustaining women-led entrepreneurship requires creativity, adaptability, and inclusive institutional support, and urged universities, local government units, and policymakers to provide mentorship, access to finance, and training to foster innovation and long-term viability. The results indicated that marketing planning among women entrepreneurs is adaptive and context-driven rather than strictly linear, shaped by experiential learning, customer orientation, and institutional support. Recommendations such as mentorship programs, digital tools, community engagement, and government-supported trade fairs arose. Universities, local government units, and policymakers should provide structured mentorship, access to finance, and training programs to align entrepreneurial practice with market realities. Strengthening these support systems will enhance innovation, resilience, and long-term viability of women-led ventures.