Intrapreneurial Marketing Strategies and Business Success of Beverage Firms in Rivers State

Abstract

The study examined the relationship between intrapreneurial marketing strategies and the business success of Beverage firms in Rivers State. The study adopted a cross-sectional research design, and the population of the study was 233 respondents, consisting of managers and supervisors of fifteen (15) Beverage firms in Rivers State. The primary data was collected through copies of the questionnaire; the study distributed 233 copies of the questionnaire, and 224 copies were retrieved as found useful for data analysis. The data were analyzed using the Pearson Product Moment Correlation Coefficient Statistic through Statistical Package for Social Science (SPSS Version 23.0). The study found a significant relationship between intrapreneurial marketing strategies and business success. Thus, the study concluded that intrapreneurial marketing strategies relate to the business success of Beverage firms in Rivers State. The study recommended that intrapreneurs should use niche marketing strategies by looking for untapped or underserved market segments that have distinct preferences or needs and seeking ways to satisfy them to achieve business success. They should use social media strategy by creating a content method that aligns with their brand's identity, values, and goals and determining the types of content they will share, such as articles, videos, and infographics; the frequency of posting; and the tone of voice that is valuable, engaging, and shareable to encourage interaction and reach, as this will improve business success.