IMPACT OF Marketing Strategy on Business Performance A Study

of Selected Small and Medium Enterprises (Smes) In Oluyole Local

Government, Ibadan, Nigeri

1. INTRODUCTION

BACKGROUND OF THE RESEARCH (MENGHADAPI ERA GLOBALISASI

YANG KOMPETITIF
The current globalization market has made companies to see the internationalization of
their activities as a way to remain competitive

GAP = EXPECTATION AND FACT

EXPECTATION (MENINGKATKAN KUALITAS PRODUK PRUSAHAAN SENDIRI DENGAN

MENEKAN BIAYA PRODUKSI

Marketing strategy starts with market research, in which needs and attitudes and competitors' products are
assessed and continuesthrough into advertising, promotion, distribution and where applicable, customer
servicing, packaging, sales and distribution. Marketing strategy must focus on delivering greater value to
customers and the firm at a lower cost (Chiliyaet al, 2009). Owomoyelaet
Marketing strategy starts with market research, in which needs and attitudes and competitors' products are
assessed and continuesthrough into advertising, promotion, distribution and where applicable, customer
servicing, packaging, sales and distribution. Marketing strategy must focus on delivering greater value to
customers and the firm at a lower cost (Chiliyaet al, 2009).

FACT

Oyebamiji, kareem and Ayeni (2013) discover that Small and Medium Enterprises (SMEs) in Nigeria have not
performed creditably well and hence have not played the expected vital and vibrant role in the economic growth
and development of Nigeria. They note that the situation has been of great concern to the government, citizenry,
operators, and practitioners.

PREVIOUS STUDY

Wijayanti (2014) judul, hasil, perbedaan dan persamaan dengan penelitian sekarang

OBJECTIVE OF THE RESERCH

The main objective of this research work is to examine the impact of marketing strategies on business
performance with special reference to the selected small and medium enterprises (SMEs) in Oluyole local
government, Ibadan, Nigeria.
2. LITERATURE REVIEW

DEFINITION OF MARKETING STRATEGY

Goi (2005) define marketing strategy as the set of the marketing tools that firms use to pursue their marketing
objectives in the target market;

FUNCTION OF MARKETING STRATEGY

the function of marketing strategy is to determine the nature, strength, direction, and interaction between the
marketing mix- elements and the environmental factors in a particular situation. According to (owomoyela, et
al, 2013),

THE RELATIONSHIPS BETWEEN THE MARKETING STRATEGIES AND PERFORMANCE.

PRODUCT STRATEGY

Kotler and Armstrong (2006) define a product as anything that product as anything that can be offered to a
market for attention, acquisition, use, or consumption that might satisfy a want or need.

PRICING STRATEGY
kotler (2007) defines price as a cost of producing, delivering and promoting the product charged by the
organization.

3 METHOD OF THE RESEARCH

Design of the research : quantitative research

Population and sample

Population: The target population of this study was SMEs operators and their customers in Oluyole local
government in Ibadan, Nigeria.

Sample : one hundred and three (103) respondents who are the SMEs operators and their customers who
were randomly selected

Technique to collect the data: structured questionnaire was used in gathering relevant data from the
respondents

Technique to analyze the data:

(SPSS) version 20