MARKETING INTELLIGENCE SYSTEM AND SALES OF BEVERAGES BY SMALL AND MEDIUM SCALE ENTERPRISES IN YENAGOA LOCAL GOVERNMENT AREA

Abstract

This study investigates the impact of implementing a Marketing Intelligence System (MIS) on the sales performance of Small and Medium Enterprises (SMEs) in the beverages sector in Yenagoa, Nigeria. By analyzing the integration of market intelligence tools and techniques within the business strategies of these SMEs, this research assesses how MIS influences sales growth, market penetration, and customer satisfaction. Through a combination of qualitative and quantitative methods, the study explores the effectiveness of MIS in enhancing the competitive advantage of beverages SMEs in the local market. The findings offer valuable insights for SME owners, marketers, and policymakers, highlighting the significance of leveraging marketing intelligence systems to optimize sales performance and foster sustainable business growth in the dynamic beverage industry of Yenagoa.