Evaluation of factors influencing strategic marketing on the performance of manufacturing companies in Nigeria

This study investigated the major internal and external environmental factors that influence the implementation of strategic marketing on the performance of manufacturing companies. A survey research method which involved the use of both primary and secondary data was adopted for the study. A total of one hundred and six (106) manufacturing companies listed on the Nigerian Stock Exchange (NSE) were selected from the target population of one hundred and forty five (145) through stratified random sampling. The data was analyzed using Descriptive Statistics, Chi-square, Pearson Correlation and Multiple Regression Analysis to test the formulated hypotheses. The result revealed that there is a strong relationship between strategic marketing and company performance. It also found that successful implementation of any marketing strategy depended on fund adequacy, adequate infrastructure and the attitudes of the executors. The study recommended the need for manufacturing companies in Nigeria to make available adequate funds to help in the implementation of sound marketing strategies and infrastructural facility such as electricity and water supply as well as telecommunication and transportation services be given priority attention by government so as to aid industrial recovery and growth which will pave way for effective performance of the manufacturing companies.