INFLUENCE OF MARKETING PLANNING ON THE BUSINESS PERFORMANCE OF SELECTED SMALL AND MEDIUM-SCALE ENTERPRISES (SMEs) IN NORTH EAST, NIGERIA

This study examined the influence of marketing planning on the business performance of selected small and medium-scale enterprises (SMEs) in North East, Nigeria. A cross-sectional survey research design was adopted to enable the collection of data from a representative sample of SME owners and to empirically test the relationship between marketing planning dimensions and business performance. The study population comprised SME owners in the region, from which a sample size of 384 was determined using Cochran’s (1977) formula for an unknown population. Primary data were collected through a structured, closed-ended questionnaire measured on a five-point Likert scale. Data analysis was carried out using descriptive statistics and multiple regression analysis with the aid of SPSS at a 5% level of significance. Business performance was modeled as the dependent variable, while strategic marketing planning, tactical marketing planning, control marketing planning, and digital marketing planning served as the independent variables. The findings revealed that all dimensions of marketing planning exert a positive and statistically significant influence on business performance. Tactical marketing planning emerged as the most influential predictor, followed by digital marketing planning, control marketing planning, and strategic marketing planning. The study concludes that effective and coordinated marketing planning is critical to improving and sustaining SME performance in the region. It therefore recommends that SME owners and managers strengthen strategic direction, emphasize actionable marketing tactics, implement effective control mechanisms, and integrate digital marketing tools into their overall marketing plans to enhance competitiveness and performance.