EFFECTS OF MARKETING STRATEGIES ON THE GROWTH OF CONSTRUCTION FIRMS IN BENIN CITY, EDO STATE

ABSTRACT

This research investigates the dynamic interplay between marketing strategies and the growth trajectory of construction firms in Benin City. As the construction industry plays a pivotal role in the economic development of regions, understanding the influence marketing strategies have on the growth of construction firms becomes imperative. The study employs quantitative analysis. A comprehensive literature review sets the stage by examining existing theories and empirical evidence related to marketing strategies and business growth in the construction sector. The research methodology involves a survey of a representative sample of construction firms in Benin City, with a focus on gathering data related to marketing practices and growth indicators. The findings of this research contribute to the theoretical understanding of the role of marketing strategies in the growth of construction firms, offering insights into the specific challenges and opportunities faced by businesses in the Benin City context. The analysis aims to identify the most effective marketing strategies that positively influence the growth metrics of construction firms, considering factors such as clients, organization, competition, and environmental factors. Ultimately, this dissertation seeks to provide valuable recommendations for construction firms in Benin City to optimize their marketing strategies and, consequently, enhance their growth prospects. The implications of the study extend to policymakers, industry practitioners, and academics interested in fostering sustainable growth within the construction sector through strategic marketing initiatives.