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. Marketing strategy has been a focus of organizations and a tool for attaining overall firm performance. Our study contributes to the existing study of marketing strategy by supporting
Introduction to international finance and International economyAparrajithaAriyadasa
International economics is a field of study that assesses the implications of international trade, international investment, and international borrowing and lending.
There are two broad sub-fields within the discipline: international trade and international finance
Transfer Pricing
Objectives of Transfer Pricing
Methods of Transfer Pricing
Cost Based Transfer Pricing
Market Based Transfer Pricing
Negotiated Transfer Pricing
Advantages and Disadvantages
Introduction to international finance and International economyAparrajithaAriyadasa
International economics is a field of study that assesses the implications of international trade, international investment, and international borrowing and lending.
There are two broad sub-fields within the discipline: international trade and international finance
Transfer Pricing
Objectives of Transfer Pricing
Methods of Transfer Pricing
Cost Based Transfer Pricing
Market Based Transfer Pricing
Negotiated Transfer Pricing
Advantages and Disadvantages
Financial Reporting And Analysis Explained.as to why is it important, Who is it important for and the different ways of analyzing a financial statement.
Greenwich University
Financial Ratio Analysis PowerPoint Presentation SlidesSlideTeam
Whenever you want to inform about your financial updates and projections to management and stakeholders, you have the perfect answer to choose from our financial ratio analysis PowerPoint presentation slides. This Financial Ratio Analysis presentation slide has been crafted by our team of artists to accommodate your need to represent financial details like balance sheet of your company, financial achievements of company, liabilities of company, income and profit and loss statements. This multi icons-based template can be used to update wide variety of information to clients and investors such as your financial projections, companies’ achievements and income statement analysis on yearly basis or monthly basis. Financial ratio analysis PPT template is useful to showcase your business strategy, comparison of business income reports, balance sheet updates, profitability, liquidity updates and activity ratios. This financial ratio presentation covers many areas related to financial, general business overview, funding updates or financial dashboards of your enterprise. Acquire an effective counter with our Financial Ratio Analysis PowerPoint Presentation Slides. They are good for convincing critics.
Introduction To be successive in the global market,.docxvrickens
Introduction
To be successive in the global market, each organization need to have a global marketing mix and global mindset. In other words, multinational and national organizations require structuring their process such that they meet the global standards to compete effectively with others. The initiative considers marketing within an integrated economy, which is stateless and with minimal restrictions. According to De Mooij (2018), global marketing involves understanding the different cultural paradoxes to achieve global competitiveness. Although the state of globalization is low for developing countries, the developed countries are making well-integrated markets. The global marketing activities must be integrated at a global level (Gillespie, & Riddle, 2015). One critical consideration is that there is a need to address the forces of globalization and localization. As a marketer, there is the need to think strategically since the global market present different challenges, and as such, the need to respond decisively to the competitive market. The marketing strategies need to be defined to enhance cost reduction to achieve profitability at the worldwide market. From the performance of different multinational companies, it is clear that real change has been taking place within the business planning focus (Gluck, Kaufman, &Walleck, n.d.). In the marketing, initiative organization needs to be committed to building a strong brand name, which will be recognized worldwide to overcome these barriers.
Globalization has changed the way of doing business, especially in developed countries such as the US. Managers need to be oriented to other cultures in their way of doing business to achieve alternative benefits. The ability to adapt and use the style which is most acceptable to the particular country market is a characteristic of having a global mindset. The world economies have been transformed significantly, and hence, all organizations need to be proactive in using diversity. For leaders to influence the multicultural world and business environment, they need to have a global mindset. The unicultural lens that initially helped employees to interpret and understand their surroundings is now a critical obstacle in performing business today, especially in the developed countries (Javidan, 2010 May 19). This paper is based on the discussion of global marketing strategies, globalization, and the need to have a global mindset. A global strategy such as a global mindset and global marketing strategies are crucial for survival in the current international market since there is a critical transformation of the worldwide economies through global connectedness.
(2) Global Marketing Mix
The global marketing strategies refer to the initiatives to coordinate the marketing efforts from different regions of the world. For all the elements of the marketing mix such as product, place, price, and promotion, the marketer reconsider the need to include ch ...
Financial Reporting And Analysis Explained.as to why is it important, Who is it important for and the different ways of analyzing a financial statement.
Greenwich University
Financial Ratio Analysis PowerPoint Presentation SlidesSlideTeam
Whenever you want to inform about your financial updates and projections to management and stakeholders, you have the perfect answer to choose from our financial ratio analysis PowerPoint presentation slides. This Financial Ratio Analysis presentation slide has been crafted by our team of artists to accommodate your need to represent financial details like balance sheet of your company, financial achievements of company, liabilities of company, income and profit and loss statements. This multi icons-based template can be used to update wide variety of information to clients and investors such as your financial projections, companies’ achievements and income statement analysis on yearly basis or monthly basis. Financial ratio analysis PPT template is useful to showcase your business strategy, comparison of business income reports, balance sheet updates, profitability, liquidity updates and activity ratios. This financial ratio presentation covers many areas related to financial, general business overview, funding updates or financial dashboards of your enterprise. Acquire an effective counter with our Financial Ratio Analysis PowerPoint Presentation Slides. They are good for convincing critics.
Introduction To be successive in the global market,.docxvrickens
Introduction
To be successive in the global market, each organization need to have a global marketing mix and global mindset. In other words, multinational and national organizations require structuring their process such that they meet the global standards to compete effectively with others. The initiative considers marketing within an integrated economy, which is stateless and with minimal restrictions. According to De Mooij (2018), global marketing involves understanding the different cultural paradoxes to achieve global competitiveness. Although the state of globalization is low for developing countries, the developed countries are making well-integrated markets. The global marketing activities must be integrated at a global level (Gillespie, & Riddle, 2015). One critical consideration is that there is a need to address the forces of globalization and localization. As a marketer, there is the need to think strategically since the global market present different challenges, and as such, the need to respond decisively to the competitive market. The marketing strategies need to be defined to enhance cost reduction to achieve profitability at the worldwide market. From the performance of different multinational companies, it is clear that real change has been taking place within the business planning focus (Gluck, Kaufman, &Walleck, n.d.). In the marketing, initiative organization needs to be committed to building a strong brand name, which will be recognized worldwide to overcome these barriers.
Globalization has changed the way of doing business, especially in developed countries such as the US. Managers need to be oriented to other cultures in their way of doing business to achieve alternative benefits. The ability to adapt and use the style which is most acceptable to the particular country market is a characteristic of having a global mindset. The world economies have been transformed significantly, and hence, all organizations need to be proactive in using diversity. For leaders to influence the multicultural world and business environment, they need to have a global mindset. The unicultural lens that initially helped employees to interpret and understand their surroundings is now a critical obstacle in performing business today, especially in the developed countries (Javidan, 2010 May 19). This paper is based on the discussion of global marketing strategies, globalization, and the need to have a global mindset. A global strategy such as a global mindset and global marketing strategies are crucial for survival in the current international market since there is a critical transformation of the worldwide economies through global connectedness.
(2) Global Marketing Mix
The global marketing strategies refer to the initiatives to coordinate the marketing efforts from different regions of the world. For all the elements of the marketing mix such as product, place, price, and promotion, the marketer reconsider the need to include ch ...
Running Head Marketing PlanSWOT Analysis .docxcowinhelen
Running Head: Marketing Plan/SWOT Analysis 1
Marketing Plan/SWOT Analysis 14
Marketing plan/ SWOT analysis
Heather Taylor
Kaplan
MT499: Bachelors Capstone in Management-peregrine
Prof: Angie Sokol
July 31, 2016
Part 1
A well-developed strategy will aid in the realization of the business goals and build a strong reputation for your products. This marketing strategy helps in the focusing of the company products and services to the market segment most appropriate for them. The development process usually involves the creation of two ideas that are powerful to create awareness of the business and its products thereof (Hooley and Saunders 2004)
Marketing strategy is a component of a marketing plan that aims at directing the program toward the achievement of the organisational goals and objectives. Marketing plan is therefore a comprehensive document that lays bare all the regulatory advertising and marketing efforts and activities that are geared towards achieving these goals within a given duration of time. Marketing strategy has a pivotal role in increasing the sales volume of every organisation and realizing sustainable competitive edge. (Viardot, 2004) It encompasses all primary, short-term and long-term activities in the marketing field and it entails analysis of the initial strategic position of business together with the creation, evaluation and selection of market-geared strategies and hence lend to the goals of the firm as well as its marketing objective.
The process of marketing strategy development begins with the evaluation of the environmental factors, which entails the strategic constraints. It is therefore necessary to have a clear understanding of the external environment, including, technological, economic, cultural, political and legal elements of the environment. Secondly, goals are chosen and objectives set. A marketing strategy is, therefore, the explanation of all the specific actions to be taken to achieve the set goals. Marketing strategies are interactive and dynamic; partially planned and partially unplanned (Luke, 2004) this is to give room for the business to react to unforeseen challenges within the marketing environment as they try to keep focussed on a particular direction. A longer time span is preferred, usually five years. Simulation models such as customer lifetime value models aid marketers to conduct “what if” analysis to try and predict what might happen in future if certain conditions are met, and rate the extent to which such actions can affect the organisation’s revenue per customer and the churn rate. Strategies offer specification on how to adjust the marketing mix; firms can use tools such as marketing mix model to aid the resource allocation decision for various media and distribution of funds across a portfolio of brands.
An effective marketing heavily leans a well-informe ...
Impact of Marketing Strategy on Business Performance A Study of Selected Smal...IOSR Journals
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. 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. The instrument used in this study is a close-ended questionnaire that was designed by the researchers. Correlation coefficient and multiple regression analysis were used to analyze the data with the aid of statistical package for social sciences (SPSS) version 20. The results show that the independent variables (i.e Product, Promotion, Place, Price, Packaging and After sales service) were significant joint predictors of business performance in term of profitability, market share, return on investment, and expansion.(F(6, 97) = 14.040; R2 = 0.465; P< .05). The independent variables jointly explained 46.5% of variance in business performance. Subsequently, recommendation were made to SMEs operators to produce quality products; charge competitive prices, position appropriately, use attractive package for the product, engage in after sales service and provide other distinctive functional benefits to consumers.
Running head STRATEGIC FIT OF THE FIRM ASSESSMENT .docxtoltonkendal
Running head: STRATEGIC FIT OF THE FIRM ASSESSMENT 1
STRATEGIC FIT OF THE FIRM ASSESSMENT 4
Strategic Fit of the Firm Assessment
James Smith
MBA 6024
Unit 3 Assignment 1
3/12/16
The Virgin Group is a company that is doing well in the industry despite that many inconsistencies that occurred. The company’s strategies that have been made are aimed at making sure that company has achieved the objectives or the goals that have been set using these strategies. The set strategic plan is brilliant and has highlighted on some of the areas that need to be improved. The establishment of the strategy is also likely to bring about motivation to the individuals. The application of the strategies is also likely to impact the organization's performance in a positive manner since the individuals will be having set aspirations as well as motivations to inspire the members of the given organization.
The firm is in full control of the available resources and also has the required capabilities that will assist in ensuring that the strategies have been implemented. The functions of the company are usually structured in a way that they are easily applicable, and they can be of many benefits to the organization. The issue of the differentiation has also made it possible for the organization to gain a competitive advantage in the issues that they will be tackling especially the ones that are concerned with the increased productivity of the organization. The resources belonging to the firm are also properly allocated to make sure that the level of productivity has continued to increase.
The organization structure of the organization as well as the management system of design has been on the forefront in making sure that they have accomplished the desired goals of the organization as well as making sure that the business strategies have been applied without any delay. The organizational structure of the organizational structure of the organization has created an environment that is best suited for the increase performance and productivity. The resource allocation has made it possible for the firm to remain in a better environment that will enhance the performance of the firm (Garlichs, 2011).
Shareholders and stakeholders have the opportunity of benefiting from the implementation of the strategies. Shareholders will receive a higher value for the money that they have invested in the company. The shareholders including customers, suppliers and the society at large will benefit as the project will benefit them by giving suppliers a high income and offering goods to customers that suit them. The distribution of excess profit will be done in accordance to what one has invested in the company such that where the amount contributed is small then the amount of profit to be giv ...
Marketing represents the boundary between the marketplace and the company, and knowledge of current & emerging happenings in the marketplace is extremely important in any strategic planning exercise.
A new marketing paradigm for creating global efficiency and competitive advan...Nurbek Achilov
Journal of Accounting and Marketing
Topic of publication: A new marketing paradigm for creating global efficiency and competitive advantage of countries
DiscussionChoose a problem or issue that you would like to resolDustiBuckner14
Discussion
Choose a problem or issue that you would like to resolve. Of course, only share what you are comfortable sharing. Address the following items about your problem or issue:
1. Describe a problem/issue.
2. As a solution-focused therapist treating a client with this same issue, describe what techniques you would use.
3. Describe possible goals for this client.
4. Describe possible interventions for this client.
5. Identify the possible outcome with this client.
Please include in your answer some of the following "solution-focused therapy" terminology: alternative story, coauthoring a new story, deconstruction, dominant story, exception questions, externalizing conversations, miracle question, not-knowing position, problem-saturated story, re-authoring, scaling questions, storied lives, problem talk, change talk, narrative letters.
MARKETING MIX 1
Marketing Mix: Energy Drink
Anthony Bahlman
UMG
MKTU/605
05/29/2022
MARKETING MIX 2
Marketing Mix Description
Product
The company maintains a simple product mix. The company has established different
flavors for the energy drink to ensure that they suit the customer needs and tastes. Some of the
flavors that will include cranberry, coconut, blueberry, and kiwi. Due to the growing need for
having sugar-free drinks among the millennials has led to the introduction of the sugar-free energy
drink. The energy drink will be packaged in a bottle that is white with a combination of blue color
and a sparking image to show that the drink is bursting with energy. The container will be
cylindrical with the brand name written horizontally in sparkling red color.
Pricing
The energy drink is a new product in town. Therefore, the pricing strategy that will be used
is market skimming. The company wants to ensure that the investments are recovered in the
shortest time possible before there are more imitations and the rise in the price competition. Thus,
enforcing the brand position as a unique healthy product will require the prices of the new product
to stay higher than the competitors (Rajavi et al., 2019). The price will however, be set at a
reasonable level and be realistic to ensure it adds value to the consumers. The company will also
use special pricing methods and tactics to ensure it stimulates purchases. The use of discounts for
bulk purchases is meant to enhance purchases in high quantities. The company will also use
discrimination tactics to ensure the prices are lower for some customer segments such as the
students in colleges, sports centers, bars, and restaurants.
Promotion
The company will use push promotional strategies to ensure the energy drink reaches a
greater market. This is a strategy that ensures that the company takes the products to the
MARKETING MIX 3
consumers. The goal of this strategy is to ensure the products are taken directly to the consumers.
The company will thus work with contracting different wholesalers and retai ...
Running header Competitive advantage of CSR Company in the global.docxagnesdcarey33086
Running header: Competitive advantage of CSR Company in the global market 1
Competitive advantage of CSR Company in the global market 20
Competitive advantage of CSR Company in the global market
Name of the student
Institutional affiliation
2.1 Title of the project
Competitive advantages of export orientated railway products of CSR in global marketplace.
2.2 Objectives of the study
1. Identifying the key success factors in CSR’s product and service.
2. Explain the marketing strategy of CSR in developing countries by marketing theories.
3. Explore the opportunities for future development in global competition
2.3 Background of the study
2.3.1 Literature review
With the current trends of the global market, fresh strategies are required by business organizations to adjust and fit the dynamic business morphology ( Birkinshaw, 2004). The adjustment process should be geared towards enhancing the growth and development of the company centred on its strategic mission and plans within a defined framework. In institution of such business strategies for the growth of the business, the franchise must focus on the basic four facets of business growth and development (Marketing, n.d).
Broadening of the revenue base: Any business organisation keen on accelerating its growth must identify the growth indices of the company (Sadler, 2003). In widening the revenue base, it is required that the organisation shall embark on very intensive marketing strategy to improve sales of the product while keeping the costs of operation at relatively invariant levels (World watch, n.d). This shall involve business forecasting skills to be able to identify which pointers of growth should be strengthened in the organisation in order to broaden the revenue base. Sadler (2003) asserts that the goal of any business must be to increase the avenues of inletting revenue because this automatically increases the profitability of the organisation. This is also affirmed by Chalmin, in his dispositions, The Global Markets “…Business strategy must channel its focus on shielding the market it has already but more significantly, enhancing the revenue base.” (2008).
Competitive advantage: competitive advantage should be the next driving force of the business venture. To increase the revenue base, Sadler (2003) admits that wading off the competition from similar ventures must be pursued in earnest. The current business environment calls for customization of products in such a way that the venture gets an edge in terms of competition. Analysis of consumer behaviour is fundamental to staying ahead in the race towards getting an edge in the sale of products. Drucker & Joseph, in their theory of marketing and strategy (2008), has provided very basic institutes of cutting a niche of the market and getting ahead of the competitors in business. These, according to Feig (1999), includes the under listed:
Branding: how well the v.
Many countries have seen the importance of financial education by making financial
education a national strategy. In Vietnam, although the National Strategies for Inclusive Financial
Education has been proposed since 2017 and officially included in the National Financial Inclusion
Strategy in 2020, however, financial education is still quite new, and many people are not aware of
the necessity of financial l
Today, in the rapidly emerging globalization process, increasing the competitiveness of enterprises
depends on increasing of their firm performance. Although there are many methods and techniques affecting
firm performance, Information technology (IT) capabilities has become one of the most widely used method,
especially in dealing with supply chain matters of a firm. The aim of our study is to express whether innovation
and organization learning is effective as intermediate variable to the effects of IT capabilities at firm’s
performance. The opinion which claim
Globally, the number of startup companies has rapidly expanded during the last 5-8 years. Offering
products and/or services that greatly enhance the lives of its clients is a major focus for these firms. In India,
local and federal government initiatives have provided new enterprises and entrepreneurs with much
momentum and assistance, helping India become the world's top startup location. The Government of India
(GOI) launched the "Startup India" campaign in 2015 to promote entrepreneurship and support businesses to
achieve this goal (Babu, S., Sridevi, K.,2019). An IBM Center for Business Value and Oxford Economics study
in 2018 found that 90% of Indian companies fail within the first five years of operation. Potential difficulties
that startups may run across, both generally and specifically in the Indian market, have been described by
several authors.
Behaviour finance is the study of how psychological phenomena affect financial behaviour. This
financial science is used in making financial decisions. Amid the development of the digital economy, paylater
innovation has emerged. It is feared that the ease of use of paylater can have a negative impact, one of which is
the attitude of impulsive buying. This research will analyze the effect of financial literacy, self-control, risk
perception, and percieved ease of use on impulsive buying behaviour. This research is based on Decision Affect
Theory, which is a theory that discusses financial decision behaviour that is influenced by self-emotion. This
research is uses purposive sampling wi
Improving the business environment is one of the key strategies to promote local and regional
economic development. However, which factors affect the business environment of the provinces is still
controversial. Using survey data from 400 investors and managers and a multivariate regression analysis
method, this study has identified the factors affecting the business environment of Hai Phong province. The
analysis results show that there are 09 factors affecting the business environment of Hai Phong City, including
entry costs, land access and tenure, transparent, informal charges, time cost, pro-activeness, business support
services, labor training and legal institutions. In
The effect of work attitude and innovation ability on employee innovation performance is of great
significance for improving the innovation ability of manufacturing enterprises and building an "Innovative
Country" in China.This article theoretical analysis was conducted on the mechanism by which the work attitude
of employees in manufacturing enterprises affects innovation performance and the mediating mechanism of
innovation ability. Based on data from Chinese manufacturing enterprises, empirical analysis was conducted
using SEM models. Resear
The concept of organizational resilience continues to grow in focus and importance, but there
has yet to be an agreed upon measure of organizational resilience. Organizational resilience can be seen as a
corporation’s ability to adapt to change and maintain flexibility within their supply chain. Resilience and
flexibility at all organizational levels is necessary, in a proactive manner, to turn resilience into a competitive
advantage
In this paper, by using the basic method of differential geometry, combined with the optimization
theory and the basic technique of data analysis, the definition, basic properties and statistical characteristics of
nonlinear correlation coefficients on manifolds are studied and given, test the rationality and validity of the
nonlinear correlation coefficient defined in this paper. Therefore, the study of this paper has certain theoretical
value and potential practical significance.
This study aims to analyze and prove whether there is a positive and significant influence
between product quality and poki prices on purchasing decisions for Kobba brand coffee. The survey was
conducted using 53 respondents who were buyers who had purchased Kobba brand coffee more than once.
Information from respondents was obtained through a list of questions that were sent and returned by
respondents
In this paper, we introduce a universal framework for mean-distortion robust risk measurement and
portfolio optimization. We take accounts for the uncertainty based on Gelbrich distance and another uncertainty
set proposed by Delage & Ye. We also establish the model under the constraints of probabilistic safety
criteria and compare the different frontiers and the investment ratio to each asset. The empirical analysis in the
final part explores the impact of different parameters on the model results.
Despite the attainment of the famous Millennium Development Goals (MDGs) of reducing the number
of poor people across the globe a significant number still live below the poverty line. The problem of poverty is
more endemic in developing countries like Nigeria. Several intervention efforts have been in place to address
the poverty question which persists partly due to serious financial exclusion and unethical activities of informal
finance providers.
The focus of this research was to establish the effect of entrepreneurship Ecosystem in inculcating
entrepreneurial propensity for community development. Promotion of entrepreneurship in Kenya has existed
ever since independence. The Government has shown tremendous support to entrepreneurship growth. The
Government have channelled financial support through funding such as Women Enterprise fund, Youth
Enterprise Fund and Uwezo Fund
In this paper, we consider an AAI with two types of insurance business with p-thinning dependent
claims risk, diversify claims risk by purchasing proportional reinsurance, and invest in a stock with Heston
model price process, a risk-free bond, and a credit bond in the financial market with the objective of maximizing
the expectation of the terminal wealth index effect, and construct the wealth process of AAI as well as the the
model of robust optimal reinsurance-investment problem is obtained, using dynamic programming, the HJB
equation to obtain the pre-default and post-default reinsurance-investment strategies and the display expression
of the value function, respectively, and the sensitivity of the model parameters is analyzed through numerical
experiments to obtain a realistic economic interpretation. The model as well as the results in this paper are a
generalization and extension of the results of existing studies.
:Textiles and clothing are a fundamental part of everyday life and an important sector in the global
economy. It is hard to imagine a world without textiles. Clothes are worn by almost everyone, almost all the time
and it also becomes an important expression for an individuality. In 2015, emission from textiles production
totaled 1.2 billion tons of CO2 equivalent throughout its lifecycle. The fashion industry is a large consumer of
water, high volumes of water containing
In this paper, we construct a Credit Default Swap pricing model for default recovery rates under
distributional uncertainty based on a structured pricing model and distributional uncertainty theory. The model
is algorithmically transformed into a solvable semi-definite programming problem using the Lagrangian dual
method, and the solution of the model is given using the projection interior point method. Finally, an empirical
analysis is conducted, and the results show that the model constructed in this paper is reasonable and efficient
The closures of schools, colleges, and universities in many countries worldwide during the COVID19 pandemic have reshaped every aspect of our normal lives and educational experience. As a result of
extended periods of lockdown, whole populations have been advised to stay in their households and
communicate with others through distance electronic communications methods such as Zoom, Teams, Google
meetings etc. More than 1
Even though economists and academics have been studying money laundering for many years, there
are still gaps in the research because there is a dearth of trustworthy data on the activity as well as an absence
of specific sources and methods of collection in government-based reporting. The Walker-Unger gravity model
was used in this study to determine the countries that Russian-based money launderers used as funding
destinations between the years 2000 and 2020, as well as whether there are any variations in country rankings
during economic downturns. The investigation's findings indicated that even during recessionary times, money
launderers with Russian bases consistently preferred certain countries as their destination
This study will establish a scientific foundation for analyzing and assessing the development of
human resources in industrial parks of Hai Duong province. According to statistics and primary data, the
study analyzes the current situation of human resource development in the industrial parks in Hai Duong
province, states achievements, limitations and their causes, thereby giving solutions to improve the human
resource development in industrial parks of Hai Duong province in the future for the economic development
of industrial parks in particular and Hai Duong province in general.
Solar photovoltaic systems are becoming essential in renewable energy sources to help reduce
dependence on renewable energy sources, fossil fuels and mitigate climate change. In the world today, many
successful businesses bring efficiency to the environment as well as the global economy. However, to evaluate
the business performance of the global supply chain, it is necessary to find an appropriate method. This article
uses data envelopment analysis (DEA) and Malmquist Productivity Index (MPI) methods to compare
performance across businesses
The objective of this research is 1) to study social media usage behavior of the elderly and 2) to
examine the relationship between factors of the social media usage behavior of the elderly in Surat Thani
Province, Thailand. The data were collected from selected elderly aged 60 years and older in Surat Thani
Province. The number of the sample in this study was 400. The questionnaire was used as a tool to collect the
data. Statistics used were frequency, percentage, mean, standard deviation, and Chi-Square
More from International Journal of Business Marketing and Management (IJBMM) (20)
If you are looking for a pi coin investor. Then look no further because I have the right one he is a pi vendor (he buy and resell to whales in China). I met him on a crypto conference and ever since I and my friends have sold more than 10k pi coins to him And he bought all and still want more. I will drop his telegram handle below just send him a message.
@Pi_vendor_247
when will pi network coin be available on crypto exchange.DOT TECH
There is no set date for when Pi coins will enter the market.
However, the developers are working hard to get them released as soon as possible.
Once they are available, users will be able to exchange other cryptocurrencies for Pi coins on designated exchanges.
But for now the only way to sell your pi coins is through verified pi vendor.
Here is the telegram contact of my personal pi vendor
@Pi_vendor_247
how to sell pi coins in all Africa Countries.DOT TECH
Yes. You can sell your pi network for other cryptocurrencies like Bitcoin, usdt , Ethereum and other currencies And this is done easily with the help from a pi merchant.
What is a pi merchant ?
Since pi is not launched yet in any exchange. The only way you can sell right now is through merchants.
A verified Pi merchant is someone who buys pi network coins from miners and resell them to investors looking forward to hold massive quantities of pi coins before mainnet launch in 2026.
I will leave the telegram contact of my personal pi merchant to trade with.
@Pi_vendor_247
Poonawalla Fincorp and IndusInd Bank Introduce New Co-Branded Credit Cardnickysharmasucks
The unveiling of the IndusInd Bank Poonawalla Fincorp eLITE RuPay Platinum Credit Card marks a notable milestone in the Indian financial landscape, showcasing a successful partnership between two leading institutions, Poonawalla Fincorp and IndusInd Bank. This co-branded credit card not only offers users a plethora of benefits but also reflects a commitment to innovation and adaptation. With a focus on providing value-driven and customer-centric solutions, this launch represents more than just a new product—it signifies a step towards redefining the banking experience for millions. Promising convenience, rewards, and a touch of luxury in everyday financial transactions, this collaboration aims to cater to the evolving needs of customers and set new standards in the industry.
what is the best method to sell pi coins in 2024DOT TECH
The best way to sell your pi coins safely is trading with an exchange..but since pi is not launched in any exchange, and second option is through a VERIFIED pi merchant.
Who is a pi merchant?
A pi merchant is someone who buys pi coins from miners and pioneers and resell them to Investors looking forward to hold massive amounts before mainnet launch in 2026.
I will leave the telegram contact of my personal pi merchant to trade pi coins with.
@Pi_vendor_247
how can I sell pi coins after successfully completing KYCDOT TECH
Pi coins is not launched yet in any exchange 💱 this means it's not swappable, the current pi displaying on coin market cap is the iou version of pi. And you can learn all about that on my previous post.
RIGHT NOW THE ONLY WAY you can sell pi coins is through verified pi merchants. A pi merchant is someone who buys pi coins and resell them to exchanges and crypto whales. Looking forward to hold massive quantities of pi coins before the mainnet launch.
This is because pi network is not doing any pre-sale or ico offerings, the only way to get my coins is from buying from miners. So a merchant facilitates the transactions between the miners and these exchanges holding pi.
I and my friends has sold more than 6000 pi coins successfully with this method. I will be happy to share the contact of my personal pi merchant. The one i trade with, if you have your own merchant you can trade with them. For those who are new.
Message: @Pi_vendor_247 on telegram.
I wouldn't advise you selling all percentage of the pi coins. Leave at least a before so its a win win during open mainnet. Have a nice day pioneers ♥️
#kyc #mainnet #picoins #pi #sellpi #piwallet
#pinetwork
Even tho Pi network is not listed on any exchange yet.
Buying/Selling or investing in pi network coins is highly possible through the help of vendors. You can buy from vendors[ buy directly from the pi network miners and resell it]. I will leave the telegram contact of my personal vendor.
@Pi_vendor_247
how to sell pi coins effectively (from 50 - 100k pi)DOT TECH
Anywhere in the world, including Africa, America, and Europe, you can sell Pi Network Coins online and receive cash through online payment options.
Pi has not yet been launched on any exchange because we are currently using the confined Mainnet. The planned launch date for Pi is June 28, 2026.
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EFFECTS OF MARKETING STRATEGIES ON ORGANIZATIONAL PERFORMANCE
1. International Journal of Business Marketing and Management (IJBMM)
Volume 3 Issue 9 September 2018, P.P. 01-09
ISSN: 2456-4559
www.ijbmm.com
International Journal of Business Marketing and Management (IJBMM) Page 1
EFFECTS OF MARKETING STRATEGIES ON
ORGANIZATIONAL PERFORMANCE
Dr. Cross Ogohi Daniel
Department of Business Administration Nile University of Nigeria, Abuja
danielcross@nileuniversity.edu.ng
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.
Marketing strategy has been a focus of organizations and a tool for attaining overall firm performance. Our
study contributes to the existing study of marketing strategy by supporting a relationship between marketing
strategy factors and overall firm performance. Deduction from existing literature enabled a construction of a
conceptual model that explains overall firm performance. Promotion, pricing, distribution, and product
standardization and adaptation have an impact on sales, customer and financial performance of firms. The
study suggests that the impact is mediated by marketing strategy implementation success.
Keywords: Marketing, Strategy, organizational and performance
I. 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 process. Marketing strategy is seen as the
marketing logic by which the business will hope to achieve its marketing objectives. In the business
organization, there is safely no activity where the marketer must not therefore make the right decision about the
four componentsof the marketing mix - price, product, place/distribution and promotion through the
employment of marketing strategy. These key components must be coordinated and moved into a unified
effective strategy if the product must perform well in the market. It consists of specific strategies for target
markets, marketing mix and marketing budget.
The recent globalization market has made companies to view the internationalization of their activities
and events as a way to remain competitive in the market. Marketing strategy has become a relevant tool in the
world for any organization to remain in the competitive market environment and become stronger.
Marketing strategy can be defined as a plan by a company to differentiate the company to differentiate itself
positively from its competitors, using its relative strength to better satisfy customer needs in a given
environment (Jain, 2004). Marketing strategies entails the set of actions designed to achieve competitive
advantage and achieve better than average results by intelligent and fact-based selection among alternative
leading to such advantage (Shane, 2000).
There are diverse definitions of marketing strategy and such definitions reflect numerous perspectives
(Li and Calantone, 2000). However, the agreement is that marketing strategy provides the avenue for making
useof the resources of an organization in order to ascertain its set goals and objectives. Marketing strategy is
defined as a given market area, the proper distribution of resources to support enterprises to win competitive
advantage. Goi (2005) defined marketing strategy as a set of marketing tools that firms utilize to pursue their
marketing objectives in the target market; the view which was earlier expressed by (Gronroos, 1999 and
Osuagwu, 2006). Therefore, the function of marketing strategy is to establish the nature, strength, direction, and
interaction between the marketing mix- elements and the environmental factors in a specific situation.
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. Managerial judgment is very
important in keeping up with environmental ambiguity and uncertainty in strategic marketing.
More so, depending on the nature of business, strategies may have other dimensions as well. At the
heart of any business strategy is marketing strategy. Businesses exist to deliver products to the markets to an
extent that they serve this purpose efficiently through profit maximization. All these are marketing efforts. The
objectives of an organization have to be considered, particularly on customers' satisfaction and increasing their
sales volume at profits making.
Most companies today in Nigeria and the world at large operate in an increasing complex and unstable
environment. Coca-Cola Bottling Company Plc. is one of the multinational companies that are involved in the
production of non-alcoholic drinks. Nigerian Bottling Company Ltd (NBC) is incorporated in November 1951,
2. EFFECTS OF MARKETING STRATEGIES ON ORGANIZATIONAL PERFORMANCE
International Journal of Business Marketing and Management (IJBMM) Page 2
as a subsidiary of the A.G. Leventis Group with the franchise to bottle and sell products of The Coca Cola
Company in Nigeria. Two years later in 1953, the production of Coca-Cola begins at a bottling facility in Ebute-
Metta, Lagos State. In the same year the company opens its first bottling plant in Apapa. NBC becomes a
member of the newly formed Coca-Cola Hellenic Bottling Company S.A. (an anchor bottling group with
operations in 28 countries worldwide). Competition among other Bottling Companies has called for intense
application of marketing strategy tools that will appeal to customer for sustainable patronage by each of these
bottling companies.Challenges are facing companies to seek the best management and marketing strategies, to
grow the company's performance and increase shareholders value.
Excellent companies are known not only by well-conceived marketing outlining where, when and how
the companies will compete but also by their ability to execute the marketing strategy decision option selected
(Chris, 2006). Appropriate and effective executed marketing strategies are required to productively guide the
deployment of available resources where the company marketing strategy abilities in pursuit of desired goals
and objectives (Michael, 2002; Chris, 2006; Frances & Stephen, 2006; Michael, 1997). The customers are now
better educated and the global whole of business today is a very complex one. In order to satisfy the changing
need of customers, companies must first know their needs and that is where marketing strategy begins. For a
company to survive in today's competitive market, it has to strategize in satisfying customer's needs more
effectively and efficiently through marketing strategies. It is in line with this that the study is carried out on the
effect of marketing strategies (product, promotion, price and place) on organizational performance (profit, sales
volume, and market share and customer loyalty) of Coca-Cola Bottling Company Plc.
II. STATEMENT OF THE PROBLEM
In current business activities, the success or failure of any business organization hinge on how best
such organization can fulfill its customers and this act places huge task and responsibility by way of marketing
on any organization intending to excel at satisfying their customers and clients. The duty involves identifying
the precise needs of their customers/clients and deciding on how best to handle their products and services so as
to satisfy the wants of both prospective buyers and sellers (as represented by clients/customers).
The main concern of every business organization is to maximize profit and to achieve this objective; it
befits the marketing manager of any rational business organization to plan and implement policies which will
maximize the income per unit of capital employed in the business. It is said that understanding of consumer
needs and wants is important to successful marketing just as competition is significant at influencing how
successful an organization's business enterprise can be. It is imperative to note that it is not simply a matter of
producing a good product or service alone that meet the customers' wants and needs that give customer
satisfaction, but how well the product or service is introduced to them. In one way or the other, some firms and
companies are able to do this but some are more successful in the market place than others. The question that
then arises is why is this so? With reports of the varying degree of successes and failures recorded by
manufacturing firms in different parts of Nigeria, it is imperative to attempt to carry out a detail study of the
various marketing strategies being adopted by these firms in carrying out their operations with a view to
establishing the place of marketing in their organizational performances
III. OBJECTIVES OF THE STUDY
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. Other specific objectives of the study are:
i. To examine the degree at which product strategy improves the level of profit of Nigeria Bottling Company
in Kaduna State.
ii. To determine the extent at which promotional strategy influences the sales volume of Nigeria Bottling
Company in Kaduna State.
IV. RESEARCH HYPOTHESES
Based on the proposed research problem, research question and theresearch objectives above, the
following null hypotheses are postulated to guide the study
H1: There is no significant relationship between product strategy and the level of profit of Nigeria Bottling
Company.
H2: There is no significant relationship between promotional strategy and the sales volume of Nigeria Bottling
Company
V. LITERATURE REVIEW
5.6.1 Conceptual Framework on Marketing Strategy
The word strategy was originally used in amilitary context before being adopted by many other fields.
A strategy is a long-term course of action designedto achieve a particular goal. It is differentiated from tactics in
3. EFFECTS OF MARKETING STRATEGIES ON ORGANIZATIONAL PERFORMANCE
International Journal of Business Marketing and Management (IJBMM) Page 3
that a tactic refers to an immediate action usingresources at hand. When applied in a business context, a strategy
refers to a set of managerial decisions andactions that aims to differentiate the company from competitors and
sustain its competitive advantage. Acompany's strategy must be appropriate for its mission, resources and
environmental circumstances.
Accordingly, a marketing strategy can be defined as a plan by a company to differentiate the companyto
differentiate itself positively from its competitors, using its relative strength to better satisfy customer needs in a
given environment (Jain, 2004). Marketing strategies entails theset of actions designed to achieve competitive
advantage and achieve better than average results by intelligentand fact-based selection among alternative
leading to such advantage (Shane, 2000).
5.6.2 Product Strategy
Kotler and Armstrong (2006) define a product as anything that can be offered to a market for attention,
acquisition, use, or consumption that might satisfy a want or need. They further define a consumer product as
the product bought by the final consumer for personal consumption. Consumers buy products frequently, with
careful planning, and by comparing brands based on price, quality and style. Borden, (1984) sees a product as
about quality, design, features, brand name and sizes. Mohammad et al, (2012) also say that product is the
physical appearance of the product, packaging, and labeling Information, which can also influence whether
consumers notice a product in-store, examine it, and purchase it. Past researchers have clearly suggested that
product influences have a significant impact on business performance (Kazemand Heijden, 2006; Kemppainen
et al, 2008; Ogunmokun and Esther, 2004; Owomoyelaet al, 2013).
In marketing, the product is important component of the marketing mix. It determines whether the
organization survives or dies. To develop the 'right' product is not an easy task because of the dynamic nature of
consumer needs and attitudes. The goods and/or services people buy at any given time are determined by their
immediate needs and other external stimuli.
According to Busch and Houston (1985) product is anything capable of satisfying a consumer want or
need. It can take a variety of forms, including a physical object, a service, a place, an organization, an idea or a
personality. Kotler (1991) defined a product as anything that can be offered to a market for attention, acquisition
or consumption; it includes physical objects, services, personality, places, organizations and ideas.
Under the traditional approach, a product is seen as the entire bundle of utility that is offered by a
marketer to the market place. This bundle contains a potential for satisfaction that comes in part from a tangible,
objective feature of the product. Satisfaction is also derived from the intangible, subjective features of a product.
This accounts for why some people may prefer to buy higher priced goods than their cheaper counterparts.
Functionally, the products may serve the same purpose but this is not enough for an ego-conscious consumer.
Products can also be viewed from the angle of the benefits they offer, in fact, markets are divided into segments
on the basis of benefits which reflect the needs and wants of each segment. A marketer must always try to
identify the primary and secondary benefits his product is likely to offer to the consumers and convert them into
unique selling proposition (USP).
5.6.3 Promotion Strategy
Promotion is the function of information, persuading and influencing the consumers'Purchasedecision.
It may be defined as any communication activities whose purpose is to moveforwardproducts, idea or service in
the marketing channel in order to reach the final consumer.Promotionaffects the knowledge, attitudes and
behavior of the recipient. Promotion usually provides targetaudiences with all the accurate information they
need to help them take decision to visit aparticulardestination/site. The information should be accurate and
timely and should not be misrepresentedsoas to satisfy the customers and create a positive image for a
destination.
Zeithamlet al. (1995) describe promotion as part of specific effort to encourage customers to tell others about
theirservices.
Borden, (1984) defines promotion as salespromotion, advertising, personal selling, public relations and
direct marketing. Kotler, (2007) discovers thatPromotions have become a critical factor in the product marketing
mix which consists of the specific blend ofadvertising, personal selling, sales promotion, public relations and
direct marketing tools that the companyuses to pursue its advertising and marketing objective. Previous
researches (Amine and Cavusgil, 2001;Francis and Collins-Dodd, 2004) have established significant
relationship between promotion and businessperformance.
5.6.4 Concept of Organizational Performance
Performance defined using the 3E: efficiency, efficacy and economies, as forms of manifestation
MihaiRistea (2002) thinks that the following three concepts can be associated with performance: efficiency,
economies and efficacy. This approach to performance was named by the professor as being the equation of the
4. EFFECTS OF MARKETING STRATEGIES ON ORGANIZATIONAL PERFORMANCE
International Journal of Business Marketing and Management (IJBMM) Page 4
3Es, and mathematically, it could be represented as follows: Performance = Efficiency + Efficacy + Economies.
It can be noticed the fact that an entity is successful when it is efficient, effective and economical. Therefore, to
be successful means combining all three variables, the combination of which reflects the performance level of
an entity. Efficiency consists in either using a quantity given by resources, aimed at the highest level of the
achieved results, or reducing the quantity of the used resources with the aim of achieving a predetermined result.
Economies consist in providing the means, the necessary resources to performing an activity at the minimum
cost. Efficacy is determined by achieving or exceeding the predetermined results to the actual results made
throughout the development of the activity. This represents the ability of the enterprise to meet and even exceed
the expectations of users of the accounting information (shareholders/associates, clients, suppliers, employees,
government) at the same time with reaching the predetermined organizational objectives. An entity reaches
efficacy when it manages to improve the way of using all sources which are available and necessary to the
development of the activity, performing as well as possible the needs and the requirements of the external
partners of the organization.
5.6.4.1 Profit
According to www.businessdictionary.com, a profit is a financial gain especially the difference
between the amounts earned and amount spent in buying, operating, or producing something. Profit can also be
seen as surplus remaining after total cost are deducted from total revenue and the basis on which tax is.
Profitability is the primary goal of all business ventures. Without profitability the business will not survive in
the long run (Simons, 1999). So measuring current and past profitability and projecting future profitability is
very important. Profitability is ability of a company to use its resources to generate revenues in excess of its
expenses. In other words, this is a company’s capability of generating profits from its operations. The other
three are efficiency, solvency, and market prospects. Investors, creditors, and managers use these key concepts
to analyze how well a company is doing and the future potential it could have if operations were managed
properly.
The two key aspects of profitability are revenues and expenses (Ambler, Kokkinaki and Puntoni,
2004). Revenues are the business income. This is the amount of money earned from customers by selling
products or providing services. Generating income isn’t free, however. Businesses must use their resources in
order to produce these products and provide these services. Resources, like cash, are used to pay for expenses
like employee payroll, rent, utilities, and other necessities in the production process. Profitability looks at the
relationship between the revenues and expenses to see how well a company is performing and the future
potential growth a company might have. There are many reports to use when measuring the profitability of a
company, but external users typically use the numbers reported on the income statement. The financial
statements list the profitability of the company in two main areas. The first signs of profit show in the profit
margin or gross margin usually calculated and reported on the face of the income statement. These ratios
measure how well the company is using its resources to generate profits. The second sign of profit isn’t really a
sign; it’s more like the real thing. The income statement always reports the net income at the bottom of the
report. This is often the true sign of profitability because it shows external users the total amount of revenues
that exceeded the expenses during the period.
5.6.4.2 Sales Volume
This is the quantity or number of product sold or services provided by a company in a particular period
of time. Sales volume can be seen as the volume of goods sold in number or quantity of units during the normal
operation.
5.6.4.3 Market Share
Market share is the percentage of an industry or market’s total sales that is earned by a particular
company over a specified time period.Market share is calculated by taking the company’s sales over a period
and dividing it by total sales of the industry over the same period. It can also be described as a percentage of
total sales volume in a market captured by a brand, product or company. Market share is said to be a key
indicator of market competitiveness that is, how well a firm is doing against its competitors. "This metric,
supplemented by changes in sales revenue, helps managers evaluate both primary and selective demand in their
market. That is, it enables them to judge not only total market growth or decline but also trends in customers’
selections among competitors. Generally, sales growth resulting from primary demand (total market growth) is
less costly and more profitable than that achieved by capturing share from competitors. Conversely, losses in
market share can signal serious long-term problems that require strategic adjustments. Firms with market shares
below a certain level may not be viable. Similarly, within a firm’s product line, market share trends for
individual products are considered early indicators of future opportunities or problems (Farris, Neil, Phillip,
David 2010). Research has also shown that market share is a desired asset among competing firms. Experts,
5. EFFECTS OF MARKETING STRATEGIES ON ORGANIZATIONAL PERFORMANCE
International Journal of Business Marketing and Management (IJBMM) Page 5
however, discourage making market share an objective and criterion upon which to base economic policies
(Armstrong and Kesten 2007). The aforementioned usage of market share as a basis for gauging the
performance of competing firms has fostered a system in which firms make decisions with regard to their
operation with careful consideration of the impact of each decision on the market share of their competitors. It is
generally necessary to commission market research (generally desk/secondary research) to determine.
Sometimes, though, one can use primary research to estimate the total market size and a company's market
share.
5.6.5 Effectsof Marketing Strategy on Performance
i. Product
It is of prime advantage for the firm to possess the ability of consistent and planned activities to meet
and exceed customer preferences and value that can be regarded as customer performance. This customer
performance is achieved by the firm regardless of the approach of marketing pursued meaning either
undertaking standardization or adaptation. In order for a company to securely adapt to varying international
markets, the marketing strategy should take into consideration the internal and external business environment
that affects a company positively to revel in greater performance.
The influence of marketing strategy- product focus on various dimensions including actual and
augmented product factors on performance in international markets, has quite received attention by numerous
researchers. The study conducted by Aremu and Lawal (2012) which employed composite export performance
measures, focused on product design marketing mix element found conducive to performance of companies
pursuing global marketing in that it can serve product adaptation as a means of differentiation for rival’s
products and influence overseas customer attitudes (customer performance) toward a firm’s product.
In overall, the study by Aremu and Lawal (2012) found product design and style to have a significant
positive effect on firm performance. While other studies researched on the relationship between product quality
and firm performance in international markets in which the relationship is found to be positively associated. The
provision of high-quality product to customers has been postulated to augment the value associated with
customer performance. Prior studies reveal two observations regarding quality of product in line with the
marketing strategy that are important.
However, the export product marketing mix for companies is usually of a narrower range than that
offered domestically, because of financial constraints and operational difficulties associated with global
marketing activities (Aremu and Lawal, 2012). First, it significantly reflects a customer-oriented posture
because the firm engaging in global marketing systematically evaluates consumer and buyer behavior and host
market characteristics that improve the firm’s total performance (Douglas and Wind, 1987). Second, product
adaptation strategy can lead to greater financial performance such as profitability, as a quality product–market
match can result in greater customer satisfaction thus improving customer performance that is one of the
outcome in our research model, which consequently allows for greater pricing freedom for the firm. Third,
pressures associated with meeting a great degree of specific market requirements on international level often
demand creative and innovative marketing strategy, which may bring about additional products for a firm’s
domestic and international markets.
Thus far, product adaptation is a suitable strategy toward market responsiveness as it offers the development of
new products that meet the needs of a changing marketplace.
ii. Promotion
Many researchers have emphasized the importance of promotional mix to business markets as a
valuable tool for achieving performance. Sales, financial and customer performance is achieved through
promotional mix by gaining experience in the opportunities and problems arising in specific export markets,
boosting communication, personalizing relationships, and cultivating a team spirit with customers abroad, and
providing timely response and immediate support to the export venture’s needs. The study by Ambler and
Puntoni, (2004) examined six promotion-related variables, i.e., advertising, sales promotion, personal selling,
trade fairs, personal visits, and promotion adaptation, for their effects on export performance. Most of the
promotional related variables were found to be positively linked to firm performance. Notably, advertising was
the most widely researched variable of promotional mix, based on the notion that with sound advertising
procedures the firm can communicate information, constantly remind, and persuade foreign customers to buy
the products and, therefore, generate more sales.
VI. METHODOLOGY
This research therefore covers the selected Nigerian Bottling Company in Kaduna. Secondary data
were obtained through books, journals, and internet. Empirical works of other scholars were consulted. A simple
size of 245 was obtained from the population of 635at 5% error tolerance and 95% degree of freedom using
6. EFFECTS OF MARKETING STRATEGIES ON ORGANIZATIONAL PERFORMANCE
International Journal of Business Marketing and Management (IJBMM) Page 6
Yamane’s statistical formula 245(100%) of the questionnaires distributed 213(87%) were returned and 32(13%)
were not returned. The questionnaire was designed in Likert scale format. The researchers conducted a pre-test
on the questionnaire to ensure the validity of the instrument. Pearson Moment Product Correlations coefficient
was used to test the hypotheses.
VII. TEST OF HYPOTHESES
Pearson Moment Product Correlations coefficientwas conducted with SPSS to know if the null
hypothesis should be rejected or not.
Hypotheses One
H0: There is a significant relationship between product strategy and the level of profit of Nigeria Bottling
Company.
H1: There is no significant relationship between product strategy and the level of profit of Nigeria Bottling
Company.
Table I: Table of correlation between product strategy and the level of profit of Nigeria Bottling Company
Correlations
product
Strategy
the level of profit of Nigeria
Bottling Company
Product Strategy Pearson Correlation
Sig. (2-tailed)
N
1
200
.293**
.000
213
the level of profit of
Nigeria Bottling Company
Pearson Correlation
Sig. (2-tailed)
N
.293 **
.000
213
1
200
**. Correlation is significant at the 0.01 level (2-tailed).
According to above calculations it is observed that amount of correlation coefficient between product
strategy and the level of profit of Nigeria Bottling Company is equal to 29.3 per cent and considering that a
significant level is greater than 5%. Then we can say that there is no positive relationship between product
strategy and the level of profit of Nigeria Bottling Company .
Table II: Regression analysis test of product strategy and the level of profit of Nigeria Bottling Company
Model Summary
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1(Constant) 3.433 .187 18.342 .000
Production strategy .060 .057 .072 1.054 .293
Dependent Variable: Level of profit
From the coefficients table above, the p-value was obtained to be 0.293 which is greater than 0.05
(5%). Therefore the null hypothesis “there is no significant relationship between product strategy and the level
of profit of Nigeria Bottling Company” will be accepted and can conclude that there is a no significant
relationship between product strategy and the level of profit in Nigerian Bottling Company, Kaduna.
In summary, based on the foregoing, majority do not support hypotheses one. There is no significant
relationship between product strategy and level of profit. Product strategy had a negative correlation with the
level of profit in Nigerian Bottling Company, Kaduna and supports the concept that the company will make
more profit without the utilization of the product strategy. Hypothesis one which states that “there is no
significant relationship between product strategy and level of profit in Nigerian Bottling Company, Kaduna” is
accepted.
7. EFFECTS OF MARKETING STRATEGIES ON ORGANIZATIONAL PERFORMANCE
International Journal of Business Marketing and Management (IJBMM) Page 7
Hypotheses Two
Ho: There is a significant relationship between promotional strategy and the sales volume of Nigeria Bottling
Company Plc.
H2: There is no significant relationship between promotional strategy and the sales volume of Nigeria Bottling
Company Plc.
Table III: Table of Correlation between Promotional Strategy and the Sales Volume of Nigeria Bottling
Company Plc.
Correlations
Promotional Strategy The sales volume of
Nigeria Bottling Company
Plc.
Promotional Strategy Pearson Correlation
Sig. (2-tailed)
N
1
200
.685**
.000
213
the sales volume of Nigeria
Bottling Company Plc.
Pearson Correlation
Sig. (2-tailed)
N
.685 **
.000
213
1
200
**. Correlation is significant at the 0.01 level (2-tailed).
According to above calculations is observed that amount of correlation coefficient between
Promotional Strategy and the sales volume of Nigeria Bottling Company Plc. is equal to 68.5 per cent and
considering that a significant level is bigger than 5%. Then we can say that there is no positive relationship
between promotional strategy and the sales volume of Nigeria Bottling Company Plc.
Table IV: Regression Analysis Test of Promotional Strategy andthe Sales Volume of Nigeria Bottling
Company Plc.
Model Summary
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
(Constant) 3.559 .216 16.464 .000
Promotional
Strategy
.027 .067 .028 .407 .685
Dependent Variable: Sales Volume
From the coefficients table above, the p-value was obtained to be 0.685 which is greater than 0.05
(5%). Therefore the null hypothesis “there is no significant relationship between promotional strategy and sales
volume of Nigeria Bottling Company” will be accepted and can conclude that there is a no significant
relationship between promotional strategy and sales volume in Nigerian Bottling Company, Kaduna.
In summary, based on the foregoing, majority do not support hypotheses two. There is no significant
relationship between promotional strategy and sales volume. Promotional strategy had a negative correlation
with sales volume in Nigerian Bottling Company, Kaduna and supports the concept that the company will make
more sales without the utilization of promotional strategy. Hypotheses two which states that “there is no
significant relationship between promotional strategy and sales volume in Nigerian Bottling Company, Kaduna”
is accepted.
VIII. DISCUSSION OF FINDINGS
Hypothesis one was tested using Pearson’s product moment correlation to examine the degree at which
product strategy improves the level of profit of Nigeria Bottling Company in Kaduna State. With a computed
result (r = 0.682; F= 332.632; t= 14.223; p < 0.05).The null hypothesis was accepted and alternate hypothesis
was rejected resulting in the conclusion that there is no significant relationship between product strategy and
level of profit in Nigerian Bottling Company, Kaduna
Hypothesis two was tested with Pearson’s product moment correlation in order to determine the extent
at which promotional strategy influences the sales volume of Nigeria Bottling Company in Kaduna State., with a
computed result (r = 0.716; p < 0.05), The null hypothesis was accepted and alternate hypothesis was rejected
8. EFFECTS OF MARKETING STRATEGIES ON ORGANIZATIONAL PERFORMANCE
International Journal of Business Marketing and Management (IJBMM) Page 8
resulting in the conclusion that there is no significant relationship between promotional strategy and sales
volume in Nigerian Bottling Company, Kaduna.
IX. CONCLUSION
This study concluded that marketing strategies (product, promotion, price and place strategies) does not
have important role and impact on organizational performance in Nigeria Bottling Company, Kaduna. In
essence, marketing strategies (product, promotion, and price and place strategies) are not useful tools for
survival, sustenance and expansion of Nigeria Bottling Company, Kaduna.
The study revealed that there is no significant relationship between product strategy and the level of
profit, there is no significant relationship between promotional strategy and the sales volume, there is no
significant relationship between price strategy and the market share and lastly there is no significant relationship
between place strategy and the level of customer loyalty in Nigeria Bottling Company, Kaduna.
The study revealed that the utilization of product strategies enhances the level of profit in Nigeria
Bottling Company Kaduna, product is anything that can be offered to a market for attention, acquisition, use, or
consumption that might satisfy a want or need, product is about quality, design, features, brand name and sizes
and these influences the level of profit of Nigeria Bottling Company, the use of promotional strategies enhances
sales volume in Nigeria Bottling Company and also that promotion usually provides target audiences with all
the accurate information they need to help them take decision.
Further conclusions of the study are that promotional media such as the use of television, radio,
newspapers and magazines facilitate an increase in sales volume in Nigeria Bottling Company, promotion is not
the function of information, persuading and influencing the consumers' purchase decision, haphazard pricing
techniques can not confuse and alienate customers and endanger the company's market share, price is important
because it regulates the economic system and influences the prices paid for all factors of production, price is an
important factor in building long-term relationships with customers, price is a signal of a product's or service's
value to an individual and different customers assign different values to the same goods and services, place
strategy influences customer loyalty of Nigeria Bottling Company products, place strategy encompasses all
decisions and tools which relate to making products and services available to customers and also that place
strategy calls for effective distribution of products among the marketing channels such as the wholesalers or
retailers.
X. RECOMMENDATIONS
In view of the findings, the following recommendations are made:
i. Nigeria Bottling Company Kaduna should as a matter of urgency embark on more aggressive product
strategies so as to drive its products and servicesto the target market and to further improve thefirm’s level of
profit.
ii. Nigeria Bottling Company Kaduna should invest more in promotional activities to createawareness of its
products and services and enable the products sell in the market so as to increase the salesvolume of the
company.
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