ASSESSMENT OF BUSINESS STRATEGY AND THE COMPETITIVENESS OF SMALL AND MEDIUM-SIZE ENTERPRISES IN KOGI STATE

This study examined business strategy and the competitiveness of SMEs in Kogi State as its broad objective. The specific objectives are to investigate whether marketing strategy and pricing strategy affects competitiveness of SMEs in Kogi State. The study spanned for a period between 2022-2025. The population of the study comprises of 22,715 operators of SMEs which include all the three senatorial districts in Kogi State that are registered with CAC as at 2020. The sample size was 393 which was determined using Taro Yamani sampling technique. Hypotheses of the study was tested using Multiple regression analysis with the aid of SPSS 22.0. The study found that marketing strategy has positive (4.349) and significant (.000) effect on competitiveness of small and medium-size enterprises in Kogi State. The study also found that pricing strategy has positive (14.311) and significant (.000) effect on competitiveness of SMEs in Kogi State. The study concluded that business strategy impacts the competitiveness of SMEs in Kogi State. The study recommended among others that SME owners should prioritize the development and implementation of robust marketing strategies tailored to their target audience. SMEs should adopt a dynamic and consumer oriented pricing strategies that reflect the perceived value of their products or services while remaining affordable and competitive within the industry.

0 18 May, 2025

pg: 12

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