In a global environment marked by increased competition and recurring economic crises, the opening up of borders has intensified the challenges for businesses, particularly in developing economies such as Madagascar’s, where low purchasing power complicates the situation. Malagasy SMEs, which are in the majority but often vulnerable because of their size and dependence on their environment, are struggling to survive, with some even closing in their first year. This raises the central question of the impact of marketing strategies on their performance, a crucial issue given that their success is often hampered by a marketing approach that is poorly adapted to consumer needs. A study of 125 Madagascan SMEs revealed that these failures are often due to inconsistencies between marketing practices and consumer needs.