EFFECT OF MARKETING STRATEGIES ON ORGANIZATIONAL PERFORMANCE IN SMALL BUSINESS ENTERPRISES IN MAIDUGURI METROPOLIS

ABSTRACT The study titled "Effect of Marketing Strategies on Organizational Performance in Small Business Enterprises in Maiduguri Metropolis" explores the relationship between marketing strategies and the performance of small-scale businesses in Maiduguri. It evaluates the influence of four key marketing strategies: pricing, promotion, product, and place, on organizational success. Employing a descriptive research design, the study collected primary data through structured questionnaires administered to small business operators. A sample of 150 respondents was selected using simple random sampling, but data from 52 respondents was used for analysis. The data was analyzed using the chi-square (χ²) test. The findings indicate that pricing, promotion, product, and place strategies do not have a statistically significant impact on organizational performance in the context of small businesses in Maiduguri, highlighting gaps in the effective application of these strategies. The research concludes that the underutilization or misalignment of these strategies limits their potential to enhance business outcomes. To address these challenges, it recommends that small business operators adopt informed and strategic approaches: conducting market research to refine pricing policies, aligning promotional efforts with broader market objectives, crafting compelling value propositions for their products, and leveraging social media platforms to enhance visibility and customer engagement. This study offers valuable insights into the marketing practices of small businesses in Maiduguri and serves as a foundation for further research and practical interventions aimed at improving their organizational performance.