The Role of Marketing Strategy on Market Performance: A Study on Small and Medium Enterprises in Ethiopia, Jimma Town

Endalkachew Desta; Chalchissa Amantie

doi:doi:10.11648/j.ijber.20231203.13

| Peer-Reviewed

The Role of Marketing Strategy on Market Performance: A Study on Small and Medium Enterprises in Ethiopia, Jimma Town

Endalkachew Desta, Chalchissa Amantie

Published in International Journal of Business and Economics Research (Volume 12, Issue 3)

Received: 27 February 2023 Accepted: 8 May 2023 Published: 5 June 2023

Views: Downloads:

Download PDF

Share This Article

Twitter
Linked In
Facebook

Abstract

This study investigates the role the marketing strategies on the market performance of medium and small enterprises in Ethiopia Jimma Town. To achieve the objectives of this study descriptive research design and qualitative interpretive approach were also employed. To answer the research questions, semi-structured interviews were administered to target respondents of small and medium enterprise owner-managers. A sample of 15 enterprise owner-managers was selected by using the purposive sampling method. The data collected by in-depth interviews were analyzed using qualitative data analysis steps in which collecting the data through appropriate data collection methods to collect all the data without missing, recording, and note taking are the important activities to be done. Categorizing and refining the recorded interviews for analysis, applying inductive data analysis, and writing the report are steps used to analyze data. Based on fifteen interviews without owners/managers in different firms, it was found that a well-defined marketing strategy leads to an increase in the business market performance. The findings of this study indicated that marketing strategy dimensions such as (product, price, promotion, place, people, process, physical evidence, segmentation, targeting, and positioning) strategies are determinant factors that play great in forcing the achievement of market performance. The study recommends that to get high revenue and profitability small and medium enterprise owners’ managers should continually adopt and implement marketing strategies.

Published in	International Journal of Business and Economics Research (Volume 12, Issue 3)
DOI	10.11648/j.ijber.20231203.13
Page(s)	99-107
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2023. Published by Science Publishing Group

Keywords

Product, Price, Promotion, Place, Marketing Strategy, Market Performance

References

[1]	Adewale, G. (2013). Impact of Marketing Strategy on Business Performance. Journal of Business and Management. pp. 11 (4).
[2]	Bernard, H. (2002). Research Methods in Anthropology: Qualitative and quantitative method. California: AltaMira Press, Walnut Creek. pp. 343.
[3]	Chen, Y. (2016). The Impact of Marketing Strategies and Satisfaction on Student Loyalty: A Structural Equation Model Approach. International Education Studies, pp. 94.
[4]	Creswell, J. (2012). Educational research: Planning, conducting, and evaluating quantitative and qualitative research, Upper Saddle River, N. J: Pearson Merrill Prentice Hall.
[5]	Creswell, J. W. (2009). Research Design: Qualitative, Quantitative, and Mixed Research Approaches. Los Angles.
[6]	Ferdinand, A. (2000). ManajemenPemasaran: Sebuah Pendekatan Stratejik. Research Paper Series. https://www.google.com/search?q=https%3A%2F%2Fscholar.google.com%2Fschola
[7]	Folan, P. B. (2007). Performance: It’s Meaning and Content for Today's Business Research, Elsevier: Performance Measurement Special Issue, pp. 605-620.
[8]	Franco-Santos, e. (2007). Towards a Definition of a Business Performance Measurement System. International Journal of Operations and Production Management, pp. 784-801.
[9]	Ishar, A. M. (2017). Impact of marketing mix strategies on performance of tourist hotels in the eastern province, Srilanka. Journal of Tourism Economics and Applied Research.
[10]	Juneja, P. (2016). The 7 Ps of Services Marketing. Sales & Service Excellence Essentials.
[11]	Karanja, S. C. (2015). Effects of Distribution Strategy on MSP Intermediary Organisations Performance in Nairobi County, Kenya. Journal of Supply Chain Management Systems. 4 (1 and 2). https://doi.org/10.21863/jscms/2015.4.1and2.
[12]	Kelemu, N. (2017). The Role of Marketing Strategy for Sales Volume: A Case Study on Ethiopian Textile Firms, Ethiopia. Journal of Marketing and Consumer Research, 40 (1960), pp. 33–42.
[13]	Kotler, P. (2011). Principles of Marketing, 14th edition. Pearson Prentice Hall.
[14]	Kotler, P. K. (2007). Marketing Management, 12th edition, Pearson Studium: Economic BWL.
[15]	Lidia, S. (2015). The Impact of Marketing Strategy on Firm‟s Performance in the Case of Dashen Bank S. C. AddisAbabaUniversity.handle/123456789/81/browse?type=author&value=Samuel%2C+Lidia
[16]	Mburu, N. P. (2015). The effects of marketing strategies and the performance of small and medium enterprises in matuu town, Machako county.
[17]	Mohammad, H. (2015). 7Ps Marketing Mix and Retail Bank Customer Satisfaction in Northeast., British Journal of Marketing Studies, Vol. 3, No. 3, pp. 71-88.
[18]	Mumel, D. H. (2007). How marketing communications correlate with business performance. Journal of Applied Business Research, p, 23 (2).
[19]	Muzenda, A. (2014). A Conceptual Model of the Determinants of Performance of Tourism Sector Small and Medium Enterprises (SMEs). 3 (1), pp. 30–35.
[20]	Ogazi, T. U. (2021). Impact of Marketing Strategies on Sales Performance in Ebonyi State : A Case Study of Tedi Group Enterprise. 10 (3), pp. 1426–143.
[21]	Owomoyela, S. e. (2013). Investigating the impact of marketing mix elements on consumer loyalty: An empirical study on Nigerian Breweries Plc. https://journal-archieves30.webs.com/485-496.pdf
[22]	Oyebamiji. F, K. T. (2013). Impact of job satisfaction dimensions on job performance.. Interdisciplinary Journal of Contemporary Research in Business, pp. 509-521.
[23]	Sabutey, G. D. (2014). A Comparative Analysis of Customer Satisfaction Ratings of Telco Products and Services Among UDS Students in Ghana. https://www.academia.edu/29645287/A_Comparative_Analysis_of_Customer_Satisfaction
[24]	Saha, M. (2020). Customer Engagement with 7 Ps of Marketing.. SSRN Electronic Journal, pp. 0-5.
[25]	Solomon A. (2016). Assessing the Effectiveness of Marketing Strategy in the Case of Bank of Abyssinia. URI: http://etd.aau.edu.et/handle/123456789/26286
[26]	Tilahun, N. (2017). Assessment of marketing strategy in the case of Raya Brewery S. C, Master’s degree in Marketing Management. http://hdl.handle.net/123456789/3617.
[27]	Tom, E. (2016). Marketing Strategies and the Performance of Small and Medium Enterprises in Akwa Ibom State, Nigeria.. British Journal of Marketing Studies, pp. 51–62.
[28]	Varadarajan, R. (2010). Strategic marketing and marketing strategy: Domain, definition, fundamental issues and foundational premises. Journal of the Academy of Marketing Science, pp. 119–140.
[29]	Venkatraman, N. a. (1986). Measurement of Business Performance in Strategy Research: A Comparison of Approaches. Academy of Management Review, pp. 11.
[30]	Weldegebriel, G. (2011). An Evaluation of Promotional Practices for Private Colleges: The Case of Addis Ababa Medical College and CPU College. Addis Ababa University. URI: http://etd.aau.edu.et/handle/123456789/13397
[31]	Whalley, A. (2010). Strategic Marketing. London: Andrew Whalley & Ventus Publishing Aps.
[32]	Zairi, M. (2000). Managing customer satisfaction: a best practice perspective. The TQM Magazine.
[33]	Zeweter, F. (2018). Assessment on Marketing strategy practices of the Bank of Abyssinia, Master’s degree in Marketing Management, St Mary’s university college, Addis Ababa. http://hdl.handle.net/123456789/4140

Cite This Article

Plain Text BibTeX RIS

APA Style

Endalkachew Desta, Chalchissa Amantie. (2023). The Role of Marketing Strategy on Market Performance: A Study on Small and Medium Enterprises in Ethiopia, Jimma Town. International Journal of Business and Economics Research, 12(3), 99-107. https://doi.org/10.11648/j.ijber.20231203.13

Copy | Download

ACS Style

Endalkachew Desta; Chalchissa Amantie. The Role of Marketing Strategy on Market Performance: A Study on Small and Medium Enterprises in Ethiopia, Jimma Town. Int. J. Bus. Econ. Res. 2023, 12(3), 99-107. doi: 10.11648/j.ijber.20231203.13

Copy | Download

AMA Style

Endalkachew Desta, Chalchissa Amantie. The Role of Marketing Strategy on Market Performance: A Study on Small and Medium Enterprises in Ethiopia, Jimma Town. Int J Bus Econ Res. 2023;12(3):99-107. doi: 10.11648/j.ijber.20231203.13

Copy | Download

@article{10.11648/j.ijber.20231203.13,
  author = {Endalkachew Desta and Chalchissa Amantie},
  title = {The Role of Marketing Strategy on Market Performance: A Study on Small and Medium Enterprises in Ethiopia, Jimma Town},
  journal = {International Journal of Business and Economics Research},
  volume = {12},
  number = {3},
  pages = {99-107},
  doi = {10.11648/j.ijber.20231203.13},
  url = {https://doi.org/10.11648/j.ijber.20231203.13},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijber.20231203.13},
  abstract = {This study investigates the role the marketing strategies on the market performance of medium and small enterprises in Ethiopia Jimma Town. To achieve the objectives of this study descriptive research design and qualitative interpretive approach were also employed. To answer the research questions, semi-structured interviews were administered to target respondents of small and medium enterprise owner-managers. A sample of 15 enterprise owner-managers was selected by using the purposive sampling method. The data collected by in-depth interviews were analyzed using qualitative data analysis steps in which collecting the data through appropriate data collection methods to collect all the data without missing, recording, and note taking are the important activities to be done. Categorizing and refining the recorded interviews for analysis, applying inductive data analysis, and writing the report are steps used to analyze data. Based on fifteen interviews without owners/managers in different firms, it was found that a well-defined marketing strategy leads to an increase in the business market performance. The findings of this study indicated that marketing strategy dimensions such as (product, price, promotion, place, people, process, physical evidence, segmentation, targeting, and positioning) strategies are determinant factors that play great in forcing the achievement of market performance. The study recommends that to get high revenue and profitability small and medium enterprise owners’ managers should continually adopt and implement marketing strategies.},
 year = {2023}
}

Copy | Download

TY  - JOUR
T1  - The Role of Marketing Strategy on Market Performance: A Study on Small and Medium Enterprises in Ethiopia, Jimma Town
AU  - Endalkachew Desta
AU  - Chalchissa Amantie
Y1  - 2023/06/05
PY  - 2023
N1  - https://doi.org/10.11648/j.ijber.20231203.13
DO  - 10.11648/j.ijber.20231203.13
T2  - International Journal of Business and Economics Research
JF  - International Journal of Business and Economics Research
JO  - International Journal of Business and Economics Research
SP  - 99
EP  - 107
PB  - Science Publishing Group
SN  - 2328-756X
UR  - https://doi.org/10.11648/j.ijber.20231203.13
AB  - This study investigates the role the marketing strategies on the market performance of medium and small enterprises in Ethiopia Jimma Town. To achieve the objectives of this study descriptive research design and qualitative interpretive approach were also employed. To answer the research questions, semi-structured interviews were administered to target respondents of small and medium enterprise owner-managers. A sample of 15 enterprise owner-managers was selected by using the purposive sampling method. The data collected by in-depth interviews were analyzed using qualitative data analysis steps in which collecting the data through appropriate data collection methods to collect all the data without missing, recording, and note taking are the important activities to be done. Categorizing and refining the recorded interviews for analysis, applying inductive data analysis, and writing the report are steps used to analyze data. Based on fifteen interviews without owners/managers in different firms, it was found that a well-defined marketing strategy leads to an increase in the business market performance. The findings of this study indicated that marketing strategy dimensions such as (product, price, promotion, place, people, process, physical evidence, segmentation, targeting, and positioning) strategies are determinant factors that play great in forcing the achievement of market performance. The study recommends that to get high revenue and profitability small and medium enterprise owners’ managers should continually adopt and implement marketing strategies.
VL  - 12
IS  - 3
ER  -

Copy | Download

Author Information

Endalkachew Desta

Management, College of Business and Economics, Wachemo University, Hossana, Ethiopia
Chalchissa Amantie

Management, College of Business and Economics, Jimma University, Jimma, Ethiopia

Download PDF

Sections

Plain Text BibTeX RIS

APA Style

Endalkachew Desta, Chalchissa Amantie. (2023). The Role of Marketing Strategy on Market Performance: A Study on Small and Medium Enterprises in Ethiopia, Jimma Town. International Journal of Business and Economics Research, 12(3), 99-107. https://doi.org/10.11648/j.ijber.20231203.13

Copy | Download

ACS Style

Endalkachew Desta; Chalchissa Amantie. The Role of Marketing Strategy on Market Performance: A Study on Small and Medium Enterprises in Ethiopia, Jimma Town. Int. J. Bus. Econ. Res. 2023, 12(3), 99-107. doi: 10.11648/j.ijber.20231203.13

Copy | Download

AMA Style

Endalkachew Desta, Chalchissa Amantie. The Role of Marketing Strategy on Market Performance: A Study on Small and Medium Enterprises in Ethiopia, Jimma Town. Int J Bus Econ Res. 2023;12(3):99-107. doi: 10.11648/j.ijber.20231203.13

Copy | Download

@article{10.11648/j.ijber.20231203.13,
  author = {Endalkachew Desta and Chalchissa Amantie},
  title = {The Role of Marketing Strategy on Market Performance: A Study on Small and Medium Enterprises in Ethiopia, Jimma Town},
  journal = {International Journal of Business and Economics Research},
  volume = {12},
  number = {3},
  pages = {99-107},
  doi = {10.11648/j.ijber.20231203.13},
  url = {https://doi.org/10.11648/j.ijber.20231203.13},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijber.20231203.13},
  abstract = {This study investigates the role the marketing strategies on the market performance of medium and small enterprises in Ethiopia Jimma Town. To achieve the objectives of this study descriptive research design and qualitative interpretive approach were also employed. To answer the research questions, semi-structured interviews were administered to target respondents of small and medium enterprise owner-managers. A sample of 15 enterprise owner-managers was selected by using the purposive sampling method. The data collected by in-depth interviews were analyzed using qualitative data analysis steps in which collecting the data through appropriate data collection methods to collect all the data without missing, recording, and note taking are the important activities to be done. Categorizing and refining the recorded interviews for analysis, applying inductive data analysis, and writing the report are steps used to analyze data. Based on fifteen interviews without owners/managers in different firms, it was found that a well-defined marketing strategy leads to an increase in the business market performance. The findings of this study indicated that marketing strategy dimensions such as (product, price, promotion, place, people, process, physical evidence, segmentation, targeting, and positioning) strategies are determinant factors that play great in forcing the achievement of market performance. The study recommends that to get high revenue and profitability small and medium enterprise owners’ managers should continually adopt and implement marketing strategies.},
 year = {2023}
}

Copy | Download

TY  - JOUR
T1  - The Role of Marketing Strategy on Market Performance: A Study on Small and Medium Enterprises in Ethiopia, Jimma Town
AU  - Endalkachew Desta
AU  - Chalchissa Amantie
Y1  - 2023/06/05
PY  - 2023
N1  - https://doi.org/10.11648/j.ijber.20231203.13
DO  - 10.11648/j.ijber.20231203.13
T2  - International Journal of Business and Economics Research
JF  - International Journal of Business and Economics Research
JO  - International Journal of Business and Economics Research
SP  - 99
EP  - 107
PB  - Science Publishing Group
SN  - 2328-756X
UR  - https://doi.org/10.11648/j.ijber.20231203.13
AB  - This study investigates the role the marketing strategies on the market performance of medium and small enterprises in Ethiopia Jimma Town. To achieve the objectives of this study descriptive research design and qualitative interpretive approach were also employed. To answer the research questions, semi-structured interviews were administered to target respondents of small and medium enterprise owner-managers. A sample of 15 enterprise owner-managers was selected by using the purposive sampling method. The data collected by in-depth interviews were analyzed using qualitative data analysis steps in which collecting the data through appropriate data collection methods to collect all the data without missing, recording, and note taking are the important activities to be done. Categorizing and refining the recorded interviews for analysis, applying inductive data analysis, and writing the report are steps used to analyze data. Based on fifteen interviews without owners/managers in different firms, it was found that a well-defined marketing strategy leads to an increase in the business market performance. The findings of this study indicated that marketing strategy dimensions such as (product, price, promotion, place, people, process, physical evidence, segmentation, targeting, and positioning) strategies are determinant factors that play great in forcing the achievement of market performance. The study recommends that to get high revenue and profitability small and medium enterprise owners’ managers should continually adopt and implement marketing strategies.
VL  - 12
IS  - 3
ER  -

Copy | Download