June 2025 Edition

STRATEGIC MARKETING PRACTICES AND INDUSTRIAL EXPANSION IN OGUN STATE: ANALYSING THE ROLE OF SMES IN ENHANCING ECONOMIC COMPETITIVENESS

Princess Oghogho Uyi AKENZUA

Abstract

This study examines how strategic marketing practices (SMPs) influence industrial expansion and economic competitiveness among small and medium-sized enterprises (SMEs) in Ogun State, Nigeria. Positioned adjacent to Lagos, Nigeria’s economic nucleus, Ogun State has emerged as a pivotal industrial hub in West Africa, yet SMEs face systemic barriers limiting their growth potential. Employing a descriptive research design, the study combined stratified and purposive sampling to survey 200 SMEs across six sectors: manufacturing, agro-processing, textiles, ICT, retail, and construction. Primary data were gathered via structured questionnaires and semi-structured interviews, supplemented by secondary sources. Results indicate that digital marketing and branding, each adopted by 50% of firms, significantly correlate with a 12% rise in production capacity and 15% market expansion. Customer relationship management (CRM) and product innovation further bolstered competitiveness, improving customer retention by 20% and generating five new jobs per enterprise. Conversely, persistent challenges—including limited technical expertise, financial constraints, and weak institutional support—impede the adoption of advanced strategies such as environmental marketing. The study advocates for policy measures to enhance access to affordable credit, subsidised digital training programmes, and improved ICT infrastructure. For SMEs, recommendations emphasise hybrid strategies integrating digital tools, CRM systems, and collaborative networks to optimise market reach. Addressing these barriers can unlock SMEs’ potential as catalysts for sustainable industrial growth, aligning with Nigeria’s economic diversification agenda and the Sustainable Development Goals.

Keywords

Customer relationship management, Digital marketing, Economic competitiveness, Industrial expansion, SMEs

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References

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