Marketing Management Strategies in selected SMEs within Adamawa State
Marketing Management Strategies in selected SMEs within Adamawa State
29th November 2013
Abstract:
This paper takes a critical look at some strategic marketing concepts and how they affect managerial decisions in selected small and medium enterprises within Adamawa State of Nigeria. In order to understand the marketing management strategies inherent in this sector within the Jimeta-Yola environment, the following SMEs were considered: Luka Memorial Stores, Costless Services and Gabycord Cleaning Services. The discussions in this paper are as a result of discussions with the managers, employees and customers of these SMEs.
Keywords
Marketing, Management, Nigeria, SME, Adamawa, Strategy
CONTENTS
INTRODUCTION
As a small business owner, an individual or group of individuals are constantly faced with a number of challenging decisions to make regarding the growth of the enterprise. Such decisions span from how to improve the bottom line of the business to how the daily operational and uncertain environment issues facing the business can be tackled. One aspect that successful small businesses do not toil with is Marketing. The decision to target a particular segment of the populace and ensure that the segment understands the value proposition of a business is key to creating customer loyalty. Although some small businesses like Luka Memorial Stores perform little marketing activities, other businesses like Gabycord have taken a conscious decision to invest immensely in their marketing efforts, which has yielded immense benefits for the business.
Luka Memorial Stores is a family owned enterprise with its sole operations in Adamawa State. Its line of supermarkets is spread in 2 locations across the state. Its operations started in 1999 with one store and 3 employees. Today, the small business employs 11 Individuals. As a small business, the enterprise tried to find
29th November 2013
Abstract:
This paper takes a critical look at some strategic marketing concepts and how they affect managerial decisions in selected small and medium enterprises within Adamawa State of Nigeria. In order to understand the marketing management strategies inherent in this sector within the Jimeta-Yola environment, the following SMEs were considered: Luka Memorial Stores, Costless Services and Gabycord Cleaning Services. The discussions in this paper are as a result of discussions with the managers, employees and customers of these SMEs.
Keywords
Marketing, Management, Nigeria, SME, Adamawa, Strategy
CONTENTS
INTRODUCTION
As a small business owner, an individual or group of individuals are constantly faced with a number of challenging decisions to make regarding the growth of the enterprise. Such decisions span from how to improve the bottom line of the business to how the daily operational and uncertain environment issues facing the business can be tackled. One aspect that successful small businesses do not toil with is Marketing. The decision to target a particular segment of the populace and ensure that the segment understands the value proposition of a business is key to creating customer loyalty. Although some small businesses like Luka Memorial Stores perform little marketing activities, other businesses like Gabycord have taken a conscious decision to invest immensely in their marketing efforts, which has yielded immense benefits for the business.
Luka Memorial Stores is a family owned enterprise with its sole operations in Adamawa State. Its line of supermarkets is spread in 2 locations across the state. Its operations started in 1999 with one store and 3 employees. Today, the small business employs 11 Individuals. As a small business, the enterprise tried to find
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