The impact of strategic marketing on sales performance of organisations Case study: Riley Packaging Limited

Abstract

This research study was intended to examine the role of strategic marketing on sales performance at Riley Packaging Company Limited. Chapter one explorers the background of the research problem, the statement of the problem, the general objective of the study which aimed at assessing the effect of advertising on sales performance and the specific objectives of the study which focused on examining the role of print advertising, out-door advertising and specialty advertising on sales performance. Chapter two introduces and discusses the literature review on the relationship between strategic marketing and sales performance. It encompasses the meaning of strategic marketing, nature of strategic marketing, and the roles of strategic marketing. The chapter also discusses a detailed overview of the marketing strategies including price, product and promotion. An assessment of the relationship between the marketing strategies of product, price and promotion is also given in relation to sales performance of Riley Packaging Company Limited as an organisation. Chapter three specifically presents the research methodology of the research study. In general, the research methodology is the blue print or the plan that enabled the researcher to gather the necessary research data. In essence, the methodology presents the research design, the research data sources, methods and tools for data collection, data management, reliability and validity and the ethical principles that were used for gathering the research data. Chapter four presents, analyses, and discusses the findings of the research study on strategic marketing and sales performance. Chapter five of the report gives a summary, general conclusion, recommendations and the further areas for future research studies.