THE EFFECT OF MARKETING STRATEGY ON ORGANIZATIONAL PERFORMANCE

THE EFFECT OF MARKETING STRATEGY ON ORGANIZATIONAL PERFORMANCE

Author by Dr. Emmanuel Ajike

Journal/Publisher: Babcock Journal Of Management And Social Sciences

Volume/Edition: 10

Language: English

Pages: 423 - 437

Abstract

The proliferation of assorted brands of food drinks in the country has led to
cut-throat competition for increased market share being witnessed among the
operators in the food drink industry. When competition is keen and the
consumers are faced with product choice in the market, it becomes imperative
for the manufacturers to understand the major factors that can attract the
attention of buyers to his own brand. These then form the basis for marketing
panning and action. This study attempt to see if the marketing strategy of
Advertising & sales promotion, Product differentiation, pricing, and
customer service will affect customer loyalty thereby resulting to
organizational performance. This study uses primary data, where the object
under study here is Cadbury Nigeria Plc. The approach used to test the
hypothesis of this study is regression analysis, t-test, and anova. A
comprehensive literature search was done and norms of marketing strategies
were developed and subsequently used to benchmark the practices of
Cadbury Nigeria Plc. Ikeja. The shop owners or managers were asked their
manipulation of the marketing mix variables in their effort to attain
profitability. From the results, it was showed that a significant difference exist
between variable Marketing strategies with organizational Performance.


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