Strategic Marketing Planning and Competitive Performance of Agricultural Export Firms in Kogi State

This research examines the relationship between strategic marketing planning practices and competitive performance among agricultural export firms in Kogi State, Nigeria's North Central geopolitical zone. Nigeria's agricultural export sector faces intensifying competition from regional peers, and strategic marketing planning is increasingly critical for differentiation in international commodity markets. This study employs a survey research design with data gathered from 90 export managers, agribusiness directors, and marketing officers across twelve agricultural export firms. Structured questionnaires were administered, with data analysed using descriptive statistics and regression. The study evaluates strategic marketing planning dimensions including market intelligence quality, target market segmentation rigor, value proposition development, pricing strategy alignment, and export channel management. Findings indicate that market intelligence quality and export channel management are the most significant predictors of competitive performance, measured through export revenue growth, market penetration rates, and buyer relationship retention. Value proposition development showed important secondary effects, particularly for firms targeting premium agricultural commodity markets. Poor target market segmentation was identified as a strategic gap in most firms studied. Recommendations include investment in export market research capabilities, partnerships with export promotion agencies, and development of differentiated product positioning strategies tailored to key international markets. Keywords: strategic marketing, competitive performance, agricultural exports, Kogi State, agribusiness.