ASSESSING THE EFFECT OF MARKETING STRATEGY ON MARKET PERFORMANCE: THE CASE OF ST. GEORGE BEER FACTORY

Abstract

Marketing strategy has been a focus of organizations and a tool for attaining overall firm performance. The crucial success or failure of a company depends on its marketing strategy. This study was, therefore, conducted to test the relationship between marketing strategy and market performance in St. George beer factory. Considering the size of the population is small the selections of the respondents was carried out by using census. The study applied a mixed research approach and explanatory research design to achieve the objectives of the study both primary and secondary data collection instruments were used to collect data. The primary data were collected through open and closed ended questionnaire. Quantitative data were processed via SPSS and analyzed through descriptive (frequency, percentage and mean analysis) and inferential statistics (correlation analysis). The findings of the study show that marketing strategy dimensions namely price, product, promotion and place have positive and significant Relationship with market performance. Therefore, in order to improve its market performance the organization is recommended to give emphasis for its marketing strategy.