The Role of Marketing Strategy Practices on the Business Performance: A Case of Yes and Daily Bottled Water Companies
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Date
2021-07
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A.A.U
Abstract
This research paper aims to examine the role of marketing strategies practices on the
performance of Daily and Yes water bottling companies in Ethiopia: A Case of Daily and Yes
Bottled water Bottling Companies. With reports of the varying degree of successes and failures
recorded by Water bottling companies in different parts of Ethiopia, it is imperative to attempt to
carry out a detailed study of the role of marketing strategies on their business performance. To
address the research objective 174 sampled respondents were selected. To get reliable and
sufficient information regarding companies’ marketing strategy practices and to easily contact
respondents, purposive sampling technique was used. Then, to select samples from the
population in order to get the required sample size in Addis Ababa proportional sampling
technique has been used to get the required sample size. About 174 questionnaires were
distributed; from which 167 sample respondents replied appropriately to the questionnaire. Data
gathered were analyzed based on these 167 responses using SPSS 20 software package.
Descriptive statistics and explanatory research approaches were employed. All outputs were
presented using frequency, correlation and multiple linear regressions. The result indicates that
sales promotion, product strategy, relationship, pricing strategy, placing strategy, segmentation
strategy, positioning strategy, and targeting marketing strategies were the major influencing
strategies that determine and influence their business performance. Among these strategies,
sales promotion, product strategy, and relationship strategy were the most statistically significant
influencing strategies for their business performance. The study recommended that the
companies have to give more emphasis in maximizing quality and packaging design, should
focus on relationship, and set a promotion budget to communicate the above elements with the
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appropriate promotion tool to increase its market share, sales, maximize its profit, and to
compete in the market as well as to enhance business performance.
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Keywords
Marketing strategies, Sales promotion, Product strategy, Pelationship marketing