The Correlation of Marketing Strategies and Financial Performance of Motor Parts Businesses in the City of Mati

This study explores the relationship between marketing strategies and the financial performance of motor parts businesses in the City of Mati. Recognizing the vital role of marketing in a competitive industry, the research aimed to assess how market analysis, marketing channels, and sales strategies impact profitability, liquidity, and operational efficiency. A descriptive-correlational research design was employed, with data collected from 32 legally registered motor parts businesses using a structured survey questionnaire. The findings revealed that sales strategies were the most extensively implemented among the marketing components, while profitability emerged as the strongest financial indicator. Pearson correlation analysis showed a very strong positive relationship between sales strategies and profitability, a strong relationship between market analysis and efficiency, and a moderate relationship between marketing channels and liquidity. These results affirm that effective marketing strategies significantly influence the financial outcomes of motor parts businesses. The study concludes that marketing is not merely a support function but a strategic driver of financial success. It recommends strengthening digital marketing efforts, improving financial planning, and encouraging collaboration among businesses to sustain growth and profitability. The findings of the study lend strong support to the Resource-Based View (RBV) theory, which posits that internal resources and capabilities are fundamental sources of sustained competitive advantage. In the context of motor parts businesses in Mati City, internal competencies such as targeted sales strategies, customer-focused promotions, and comprehensive market analysis have proven to be instrumental in achieving high levels of profitability and financial sustainability. The results contribute valuable insights to local enterprises and policymakers aiming to enhance the economic viability of the motor parts sector in Mati City.