Thus the main objective of the study is: - Aug. 2013), PP 59-66 www.iosrjournals.org Impact of Marketing Strategy on Business Performance A Study of Selected Small and Medium Enterprises (Smes) In Oluyole Local Government, Ibadan, Nigeria. Based on the second objective, on the literature the 4 p's of marketing seemed to have effect on the sales performance and also based on the study findings it was found that the marketing mix had effect on the sales performance. The study adopted the survey method Marketing strategy is an essential part of conducting business operation as it directly influences the outcome and result of firm performance. relative homogeneity enables testing the generality versus context-specificity of strategic marketing's performance impact. The results concluded that the direct impact to the overall dimensions of marketing strategy were (=0.325), while the impact of competitive advantage were (=0.441), and then the null hypothesis rejected and accept the alternative hypothesis. In his research, Behzad (2014) describes the important role of colors and graphics in promoting product sales. Managerial judgment is very important in keeping up with environmental ambiguity and uncertainty in strategic marketing. in a competitive service industry (Lee & Anantharaman, 2013, p. 191). The study is out to examine the impact of marketing strategies on organizational growth. Keywords: Digital media, Small and medium-sized enterprises, Marketing, Business performance, Digitizing of activities and procedures, UAE scenario. As you work your way through the steps, capture your insights and findings in the relevant templates. The purpose of the study. Content marketing. The study will focus on the impact of pricing strategy on sales performance in Unilever Plc Oregun Ikeja, Lagos State. Marketing strategies and sales performance have been grounded on marketing mix theory and theory of push and pull. Promotions are one of the key strategic mixing methods that almost all companies use to have a positive impact on their profitability. The study was motivated by the fact that SMEs find themselves in a competitive environment and may not know which marketing strategies are effective in improving their business performance. Deduction from existing literature enabled a construction of a conceptual model that explains overall firm performance. Marketing strategies have the ability to influence an organizational growth in the ways that multiplies the outcome of organizational efforts without a corresponding increase in resource outputs. Published 2019 Business Marketing strategy has been a focus of organizations and a tool for attaining overall firm performance. INTRODUCTION A successful marketing strategy must tell an organization where they would want to be on a long-term basis that is why it is often said that marketing strategy is a continuous . Baze University Date Written: March 26, 2021 Abstract Marketing strategy has been an operational focus and a method for achieving an all-inclusive business success. A marketing plan should observe the 80:20 rule - i.e., for maximum impact, it should focus on the 20% of products and . Marketing strategy has been a focus of organizations and a tool for attaining overall firm performance. industry, and the overall business environment. This article has been cited by other articles in PMC. Conclusion: International Journal of Academic Research in Business and Social Sciences IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. Good marketing strategies can have a positive impact on customer satisfaction, and students are viewed as customers. Although this suggests that strategies are developed at the three different levels, siness strategy (Lee, 1987). Conclusion. Increasing Opportunities: Marketing your business can have a large impact on new businesses by creating large barriers for their entry into an established market. This study shows that strategic marketing have significant effect on performance of organisation. As a step, these organizations activate marketing strategies and tactics that can help them take decisions on a number of variables to influence mutually-satisfying exchange transactions and relationships (Taiwo,2010). The survey research design method was used in this study which involves using a self-design questionnaire in collecting data from one hundred and three (103) respondents. For instance, Tsiotsou and Ratten (2010) have suggested that there is a need for future research to investigate the use of new technologies in marketing. The impact of digital marketing on business in general will minimize the marketing costs by transforming from traditional/offline marketing to a mix of offline and online marketing . The target population are the middle level management staffs of Unilever Nigeria Plc. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. Helsinki, 31 October 2006 A good marketing strategy should be characterized by a) clear market definition, b) a good match between corporate strengths and the needs of the market and c) superior performance, relative to the competition, in the key success factors of the business. Keywords: Strategic Management, Business Performance, SMEs, Competitive Advantage, Nigeria. The adoption of a sustainable marketing strategy contributes positively to changes in society in terms of environmental, social and economic development. able in the marketing strategy literature to develop an integrated conceptual framework for linking marketing with business performance is the objective of this paper. The study was motivated by the fact that SMEs in Akwa Ibom State find themselves in a competitive environment and may not know which marketing strategy is effective in . The marketing strategy adopted by a business benefits the overall performance of a company to a great extent. If the performance falls short of expectations, the customer is dissatisfied. The main objective of the study is to examine the effects of marketing strategies on the organizational performance of Nigeria Bottling Company in Kaduna State. LITERATURE REVIEW STRATEGY AND PERFORMANCE Strategy is about making choices (Porter, 1985). BACKGROUND TO THE STUDY It is not only important for all businesses to understand why they are in business but also to put in place an attainable strategic plan to improve their business performances. Monitoring and performance mechanism: A plan should be in place to identify if the marketing tools in place are bearing fruit or need to be revised based on the past, . This research paper investigates the impact of marketing strategy on business performance with special reference to the selected SMEs in Oluyole local government area Ibadan, Nigeria. 1. Other specific objectives of the study are: To examine the degree at which product strategy improves the level of profit of Nigeria Bottling Company in Kaduna State. Literature review of this study draws together relevant research and literature on this . 1. Incorporating conventional means of communication with digital approaches produces the best results for a company. Marketing has an incredible impact across all elements of firms' performance. Using the YALI Network online course, Fundamentals of Digital Marketing for Entrepreneurs, this guide will help you facilitate dialogue about the ways entrepreneurs can use digital marketing to support their business development. Marketing strategies consisted as marketing mix strategy, Ansoff matrix, and porter's generic theory. When SEO. The idea of a marketing mix theory is to organize all aspects of the marketing plan around the habits, desires and Besides this, it helps in overall brand building and positioning your brand at a certain level. Scope: This research highlights The Impact of Online/Digital marketing on small Business. The dynamic evolution of life has inevitably affected the healthcare systems generating significant changes and imposing healthcare marketing as an indispensable element of health brands. Keywords: marketingstrategy,market mix strategy,marketing performance. A well framed marketing strategy promotes overall development. Abstract and Figures The technology-based global competition environment that pushes businesses to constructive transformation in order to ensure customer satisfaction has further increased the. It will also enhance the efficiency in the organization as the study will be of great benefit to the management and staff of the company and the public in general. Changes in marketing strategy and performance were expected. 2. Since one regard of a marketing plan affects all of the others, coordinating business projects is significant when reducing interference and maximizing company profits. Pricing has a strong effect on organizational : Business Strategy and Organizational Performance II. Abstract and Figures This study investigated the impact of marketing practices on organizational performance of small business enterprises (SBEs) in Lagos State, Nigeria. Video marketing. Abstract: This research paper investigates the impact of marketing strategy on business performance with special reference to the selected SMEs in Oluyole local government area Ibadan, Nigeria. Results were obtained from a survey of chief executive officers of the top 200 manufacturing companies in Nigeria. specifically, the objectives selected to achieve the aim of the study were to examine the influence of promotion marketing strategy on the business performance, assess the impact of price marketing strategy on the business performance of smes, determine the influence of place marketing strategy on business performance of smes, evaluate the effect The aim of this scholarly work was to determine the influence of marketing strategies on the performance of SMEs in Abuja. The purpose of this study is therefore to examine the impact of marketing strategies on the business performance of SMEs in India. Email marketing. Abstract:The purpose of this study is to investigate The effects of Marketing Strategies on Organizational Performance; A Study of Nigeria Bottling Company Kaduna, including Production strategy, pricing strategy, promotion strategy and place strategy, that eventually influences Marketing strategies on performance. Based on the third objective it was found that there is a positive relationship between marketing and sales performance. Keywords: Marketing, Strategy, organizational and performance I. Marketing small and medium sized enterprises seems to be quite a task, but if done the . Or, speak with one of our award-winning strategists to not only learn about Internet marketing strategies for your company, but also to receive a free quote for a custom digital marketing service package. PPC. It is also 2. For much of the past three decades, examinations of competitive advantage and the resulting performance differ-ences between firms in strategic management were domi- Research on customer satisfaction indicates that marketing strategies are important factors in success (Li & Hung, 2009). Social media marketing. Downloadable! The survey research design method was used in this study which involves using a self-design questionnaire in collecting data from Summary of Literature Review the study will adopt the simple random sampling technique while data will be analysed using the regression analysis. Institute of Strategy and International Business Matti Jaakkola Strategic Marketing and Its Effect on Business Performance: Moderating Effect of Country-specific Factors Master's thesis submitted in partial fulfillment of the requirements for the degree of Master of Science in Industrial Engineering and Management. Use of social media to improve marketing activities is one aspect that has changed performance for many organizations. The purpose of this study was to analyze the impact of marketing strategy, organizational performance in the banking . strategies are likely to exist at three levels: corporate level strategies, business level strategies, and functional level strategies. There also impact that because of Online/digital marketing Small businesses able to rich theirtarget customers. Using SEM analysis, surprisingly weak relationships between market orientation and outside-in capabilities, and business performance are identified, as opposed to the strong role of inside-out capabilities and innovation Past empirical research on the relationship between strategy and performance has mainly The paper conducts a literature review on marketing strategy and firm performance. Healthcare is a field in a permanent evolution . Voice SEO. Referring to a decree of the minister of sea transportation No. The study examined the impact of three marketing strategies (product quality, marketing communication and relationship marketing) on the performance of selected Small and Medium Scale Enterprises in Akwa Ibom State, Nigeria. The purpose of this paper is to examine a synthesis of IM and investigates its effect on . Introduction . which writing a business plan can enhance the performance of a new venture. The idea of investigating the impact of digital marketing on business performance has been motivated by various studies that have shown gaps in this research topic. A self-structured questionnaire was used to elicit data from respondents. Across industries, firms have adopted e-business initiatives to better manage their internal business processes as well as their interfaces with the environment. 1/17/2 dated 26 September 1964 provisions This study explores the marketing-sales relationship and the impact it has on business performance. study has pointed out marketing strategies, 4Ps of marketing element are important for SMEs to survive.Ishar A. INTRODUCTION According to The Business Dictionary (BD, 2017), "Digitized content (text, graphics, audio and video) are those that can be transmitted over internet or computer networks." So, in This study investigates the effect of marketing strategy on business performance of selected small and medium manufacturing enterprises in Southern, Ethiopia. The purpose of this study is to highlight the strategy on how different product enhances sales performance in communication industries especially (GLO LTD) and the general public. The purpose of this paper is to investigate the impact of e-marketing orientation (EMO) on strategic business performance (SBP) in presence of e-trust.,Data were collected from CEOs, finance managers, IT managers, Policy makers, owners and Managing Directors of SMEs located in two big cities of Pakistan (Islamabad and Peshawar). For new companies, brands or products, marketing and advertisement can serve to inform customers about the new product and stimulate interest in the marketplace. includes the market strategies and marketing mix strategies simultaneously have significant influence on the performance marketing as 34.4 %. There is also some empirical evidence that cross-functional deployment of marketing activities helps the strategic business unit in increasing its . It is a way to ensure a sustainable competitive advantage by investing the resources needed to develop key capabilities leading to the long-term superior performance (Lin (2017) impact of marketing mix strategies onperformance, the study result shown that product, price, place and promotion have positive impact on business performance. Your marketing approach influences the way you run your business, so it's important to consult your internal team and external partners. Marketing strategy, in terms of these key constituents, must The relationship between sustainability and business performance has been widely debated in management and organisational studies. Our study contributes to the existing study of marketing strategy by supporting a relationship between marketing strategy factors and overall firm performance. The instrument used in this study is a . Expand all. It's noted that digital marketing significantly improved revenue, improved market share, and increased profitability. In general satisfaction is a person's feelings of pleasure or disappointment that result from comparing a product's perceived performance or outcome to the expectation (Oliver, Richard 2006). Correlation, regression and bootstrap analysis was conducted to . Introduction In the current competitive business environment, marketing can be seen as a matrix of business activities organized to plan, produce, price, promote, distribute goods, service, and ideas for the satisfaction of relevant customers and clients. Examines the impact and significance of marketing strategy variables on performance in a developing country which has instituted market reform measures. ABSTRACT The study examines the impacts of marketing strategies on the performance of small-scale enterprise in Shomolu Local Government Area of Lagos State. At the same success in today's competitive world, we need appropriate marketing strategy, and from the other hand, the main objective of any financial organization, improve performance assessment of performance, one of the best ways to improve performance in organizations. 1.7 Scope of the Study. In this study, a unified framework that captures the antecedents of e-business adoption, adoption intensity, and performance outcomes is proposed and empirically tested using data collected from senior managers in four technology . Volume 11, Issue 4 (Jul. The impact of marketing strategies in healthcare systems. Develop your marketing strategy in 6 steps. Participants will learn about creating an online brand, developing a digital marketing strategy, and maximizing a digital marketing strategy. The cross-sectional survey research design was employed for the study. For enhancing the performance of business every company should think about: TQM, relationship marketing, re-engineering, co-marketing, re-marketing, bench marketing, value analysis and permission marketing. Online marketing is the key to boost your sales and revenue which in turn helps in the overall business growth. They point out that most business plans require entrepreneurs to address various questions and employ analytical management techniques. Th. This is - The majority of research pertaining to internal marketing (IM) is conceptual and still remains so even at present. The researcher has employed causal research design. If the performance matches the expectations the customer is satisfied. Firms using digital marketing have shown better performance than their counter parts using conventional marketing strategies. Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media. 1. The lack of widely accepted definitions of the IM concept and a relevant valid measure has lead to increased attempts by academia to investigate the relative concepts and measures. The findings suggest that customer service and reinvestment of . It ensures the growth of sustainable development. According to (Owomoyela, et al, 2013), the purpose of the development of an organization's marketing strategy development is to create, build, defend and maintain its competitive advantage. There is impact of online/digital marketing in performance and increase the customer base of smallbusiness. Keywords: Marketing strategies, strategic marketing, performance, SMEs, developing economy 1. study suggests that the impact is mediated by marketing strategy implementation success. Marketing mix theory is still used today to make important decisions that lead to the execution of a marketing plan. This allows entrepreneurs to develop and test their business strategy and subject it to market research (Gruber, 2007).