Impact of Strategic Marketing Planning and Tactical Marketing Planning on Business Performance of Selected SME in Adamawa State, Nigeria

Abstract

This study examined the impact of strategic marketing planning and tactical marketing planning on business performance of selected SME in Adamawa state, Nigeria. The study adopted cross-sectional research design. Data were collected through a questionnaire administered to 384 copies questionnaire where only 372 were returned successfully and were used for analysis. Data collected was subjected to percentage analysis, and hypotheses were tested using regression analysis at the 0.05 level of significance. The findings revealed that strategic marketing planning  has no impact on business performance of SMEs in Adamawa State (b = -0.002, T =  -0.027, P = 0.978). But tactical marketing planning has significant impact on business performance of SMEs (b = 0.442, t₎ =  8.224, P = .000). The study recommended that SMEs in Adamawa state should prioritize tactical marketing planning, i.e. developing targeted marketing campaigns, refining pricing strategies, and optimizing promotional activities to better align with consumer preferences and market dynamics.