Workeaferahu, Yohannes (PhD)Kumera, Betelhem2021-08-032023-11-192021-08-032023-11-192021-07http://etd.aau.edu.et/handle/12345678/27553This 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 Page11 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.enMarketing strategies, Sales promotion, Product strategy, Pelationship marketingThesis