STRATEGIC LOGISTICS MANAGEMENT AND ITS INFLUENCE ON SME MARKETING OUTCOMES IN CALABAR

Abstract

Small and medium-scale enterprises (SMEs) play a vital role in driving economic growth, innovation, and employment in Cross River State, Nigeria. They contribute significantly to the government’s revenue through taxation and enhance national development by promoting entrepreneurial activity. However, for SMEs to achieve optimal marketing performance, efficient logistics management strategies must be adopted. Logistics management, as defined by the Council of Logistics Management, encompasses the planning, implementation, and control of the forward and reverse flow of goods, services, and related information from the point of origin to the point of consumption. It serves as a critical component of the supply chain process, ensuring that customer requirements are met with efficiency and precision.

This study explores how logistics management strategies influence the marketing performance of SMEs in Calabar, Cross River State. Drawing on previous research, it establishes that logistics is not only a support function but also a strategic tool that enhances competitiveness and customer satisfaction. Effective logistics practices, such as timely delivery, inventory control, and transportation efficiency, have been found to significantly impact an SME’s ability to market its products and services successfully.

By examining current logistics practices within SMEs in the region, the study aims to identify key areas where improvements can lead to better marketing outcomes. The findings are expected to provide useful insights for business owners, policymakers, and stakeholders seeking to strengthen the operational and marketing capabilities of SMEs through strategic logistics management.