Effects of Marketing Strategies on Marketing Performance of Organizations Case Study: Orange Telecom Uganda

Abstract

Marketing is a very important and a vital aspect in modern day business and it is almost impossible for businesses to thrive in the market without proper implementation of the marketing disciplines.

The main purpose of the study was to determine the effects of marketing strategies on the marketing performance of organizations in Uganda. The strategies in question were pricing, branding and promotion. The effects of the above mentioned strategies on marketing performance of organizations were investigated differently. The researcher used a case study design, quantitative and qualitative techniques in collection of data. The data was analyzed and presented using the SPSS version 16.

The data was obtained through the use of questionnaires and interviews. The study found out the majority of the respondents agreed that the organization employs different marketing strategies in a bid to improve its marketing performance. The study findings also indicated that marketing strategies have a positive effect on the marketing performance of Orange telecom for example they help to create awareness to the public about its existence, products and services, boost the sales and even increase its profits.

The study recommended that emphasis be put on employing various pricing strategies, intensive promotional activities and also finding niche markets.

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