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.