Entrepreneurial Marketing Strategies and the Performance of Small and Medium Enterprises (SMEs) in Uyo Metropolis, Akwa Ibom State

The study examined entrepreneurial marketing strategies and the performance of small and medium enterprises (SMEs) in Uyo Metropolis, Akwa Ibom State. The specific objectives were to; determine the effect of product strategy on customers patronage of SMEs in Uyo Akwa Ibom State, ascertain the effect of promotion strategy on profitability of SMEs in Uyo Akwa Ibom State, examine the effect of price strategy on market share of SMEs in Uyo Akwa Ibom State. The study adopted survey design, the population of the study comprised 2,970 employees of Table Water Company in Uyo, Akwa-Ibom State, Nigeria. Using Taro Yamane’s determination technique, a sample size of 352 were selected. data for the analysis were collected using a structured questionnaire distributed to the employees of Table Water Company in Uyo, Akwa-Ibom State, Nigeria. The findings of the study revealed that product strategy has positive and significant effect on customer patronage of SMEs in Uyo, Nigeria. Promotion strategy has positive and significant effect on profitability of SMEs in Uyo, Nigeria, price strategy has significant effect on market share of SMEs in Uyo, Nigeria. The following recommendation were made since promotion strategy positively affects customer patronage, SME owners in Uyo metropolis should adopt promotional techniques that encourage continued patronage of their products in the marketplace, management of SMEs in Uyo metropolis should focus on producing products that can compete in the international market, ensuring they remain in business. A strong product strategy can significantly boost company profits.