Marketing Strategies and Business Performance Case Study Coca Cola Plant in Mbarara
Author: MUKESHIMANA FORTUNATE
Supervisor: Marie Nakitende Goretti
The Research is basically about marketing strategies and the performance of businesses, and the research was based on the case study of coca cola plant in Mbarara district, and the following were the specific objectives of the study: To find out the relationship between personal selling and the performance businesses, To establish the relationship between advertising and business performance and finally to find out the relationship between sales promotion and the performance of business with Coca-Cola plant in Mbarara as the case study The study used a case study design basing on the use of qualitative and quantitative approaches that were adopted to establish the relationship between marketing strategies and business performance. The tools used were a questionnaire and an interview to collect data The researcher used descriptive statistics, generated SPSS to analyze the data and inferential statistics to come up with the relationship between advertising and the performance of business, personal selling and the performance of business and finally sales promotion and the performance of business. Findings from the study indicated that there is a positive and insignificant relationship between advertising and the performance of business, also it was discovered that there is a positive and significant relationship personal selling and the performance of business and also a positive and significant relationship between sales promotion and business performance. The study concluded that there is a positive and significant relationship between marketing strategies and the performance of business enterprise, therefore implementation of these marketing strategies brings about a positive and significant change in the performance of businesses. Therefore, businesses should put marketing strategies into action for the business to be successful. It is recommended that organizations should continue carrying out marketing strategies since this will help the business to increase sales and also attract customers by creating awareness about company products hence improving upon its performance in the long run.