1.2 Statement of the Problem
The primary objective of most business enterprise is to make profit.
This is because profit ensures growth, survival and continuity in
business. Many small scale enterprises recognize this fact but many
enterprises still fail to realize that the achievement of this goal
depends on their ability to satisfy the needs of their target market
using some marketing strategies.
Besides the primary task of marketing which is to influence the buyers,
the proper timing of marketing strategies to achieve sales growth and
objectives has not been given adequate attention. However, all these
highlighted areas have been neglected by small and medium scale
enterprises.
In the same dimension, some scholars have addressed the issue of sales
performance without really identifying the indicators that can be used
to measure it (Hockins and Colley, 2009). There is supposed to be the
use of appropriate use of indicators to measure the indices of sales
performance, such as sales volume, price, branding, and more
importantly, adopt segmentation strategies to analyze and compare the
sales performance of diverse market segments that make up the small
enterprises target market.
The research therefore is poised to investigate these problems and then
find solutions.