MARKETING STRATEGIES AND ORGANIZATION PERFORMANCE: A STUDY OF NIGERIAN BREWERIES, IBADAN, OYO STATE, NIGERIA

The success or failure of a business organization hinges on a huge task and responsibility of marketing strategies to excel at satisfying their customers and clients. This study investigated the effect of marketing strategy on organization productivity with particular reference to Nigerian Breweries, Ibadan, Oyo State, Nigeria, using a survey research design. Data were obtained using structured questionnaire administered to a sample size of one hundred and twenty (120) respondents while the study adopted both descriptive statistics as well as inferential statistics. Findings revealed that the independent variable, marketing strategies, proxies by customer service, advertising as well as quality improvement all had significant effect on productivity of the Nigerian Breweries, Plc. Thus, it was it was recommended that the organization should employ the effective marketing strategies to gain a competitive position and with a view to augmenting its market share.