| dc.description.abstract | 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 | en_US |
