Environmental Scanning and Performance of Brewing Firms in South-East, Nigeria

Abstract

Business environments have evolved over the years and this has challenged business-oriented organizations such as brewing firms to source for ways to stay in the business and keep up with trends of operations. This study focused on Environmental Scanning and Performance of Brewing Firms in South-East, Nigeria. Specifically, the study sought to determine the nature of relationship between stealth marketing and customer engagement of brewing in South-East, Nigeria, amongst others. The study was anchored on Michael Porter’s five force Model of 1980. The study adopted a descriptive survey design. The population of the study was 1341 and sample size was 308 arrived at using Taro Yamane formula, while the questionnaire which was the instrument for data collection was allocated using Bowley’s Proportion allocation formula. Cronbach Alpha was used to test for reliability of the instrument. Pearson’s Product Moment Correlation Coefficient was utilized for testing hypotheses. Findings revealed amongst others, that there is significant positive relationship existing between Stealth Marketing and Customer Engagement of brewing firms in South-East, Nigeria with a p-value of 0.003 which is less than the alpha value of 0.05. The study concluded that stealth marketing is an important environmental scanning technique that business-oriented organizations such as brewing firms need to imbibe in order to maximize the engagement of their customers to improve their performance. Furthermore, the study recommended that management of the understudied brewing firms should carry out stealth marketing as a means of engaging customers strategically to get an upper hand as to what they want and how best to meet their demands as this will boast their performance in the industry.