ENVIRONMENTAL SCANNING AND MARKETING PERFORMANCE OF PURE WATER INDUSTRY IN YENAGOA, BAYELSA STATE, NIGERIA.

Abstract

This study examines the effect of environmental scanning on the marketing performance of the pure water industry in Yenagoa, Bayelsa State, Nigeria. Environmental scanning, involving the systematic analysis of external factors such as economic, regulatory and technology are essential for firms to anticipate market changes and make informed strategic decisions. The study explores how these elements of environmental scanning influence key marketing performance indicators, including sales growth, market share and brand awareness within the industry. The gap identify in the study include limited contextual application, poor technology adoption, regulatory unpredictabilty and insufficient examination of marketing performance measures. Data were collected through surveys and interviews with industry stakeholders, and statistical analysis was employed to assess the relationship between environmental scanning practices and marketing outcomes. The study concludes that effective environmental scanning is a critical tool for driving growth in the pure water industry. These insights offer practical recommendations for industry players to strengthen their market positioning and adaptability to market dynamics.