Impact of Marketing Strategies on the Performance of Manufacturing Small and Medium-Scale Enterprises in Abuja, Federal Capital Territory (FCT)

Authors

  • Emeka Emmanuel Ene Baze University
  • Ekanem Orji Uduma Torrens University Australia, Adelaide Campus

Abstract

This study analyzed the impact of marketing strategies on the performance of manufacturing small and medium-scale enterprises (SMEs) in FCT with focus on bottled water manufacturing SMEs.  This research adopted a quantitative research method, and obtained data from a survey of 174 registered and NAFDAC-approved bottled water manufacturing SMEs – out of which 148 responses were retrieved. Results from the multiple linear regression analysis revealed that Adoption of Technology in marketing management had a positive impact on the performance of bottled water manufacturing SMEs in FCT. Firms marketing resources also had a positive impact on the performance of bottled water manufacturing SMEs in FCT. It was recommended that owners and managers of these business enterprises should work to efficiently develop, adopt and maintain marketing mix strategies. It was also recommended that SMEDAN should develop effective policies on marketing since marketing is one of the key contributing factors of SMEs’ business performance.

Keywords: Marketing Strategy, Price, Place, Product, Promotion, Technology, Resources, performance.

 

Author Biography

Ekanem Orji Uduma, Torrens University Australia, Adelaide Campus

None

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Published

2022-08-29

How to Cite

Ene, E. E., & Uduma, E. (2022). Impact of Marketing Strategies on the Performance of Manufacturing Small and Medium-Scale Enterprises in Abuja, Federal Capital Territory (FCT). Baze University Journal of Entrepreneurship and Interdisciplinary Studies, 1(1). Retrieved from http://koha.bazeuniversity.edu.ng/index.php/bujeis/article/view/6

Issue

Vol. 1 No. 1 (2022): Baze University Journal of Entrepreneurship and Interdisciplinary Studies

Section

Articles

License

© 2022, Centre for Foundation and Interdisciplinary Studies, Baze University, Abuja

 

Electronic Publication 2022

 

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by the copyright owner, Baze University Journal of Interdisciplinary Studies (BUJEIS), Baze University, Abuja.