THE EFFECT OF MARKETING STRATEGY ON ORGANIZATIONAL PERFORMANCE. IN CASE OF ST. GEORGE BREWERY

Abstract Marketing strategies constitute one of the key functional strategies that company adopt to enhance performance. This study wasaimed to examine the effect of marketing strategy on the oranizational performance the case of St.George brewery. By taking the research objectives and questions into considerations, bothquantitative and research approach and both descriptive and explanatory research design were used. The study was delimited to proportionate stratified and purposive sampling techniques. Quantitative data was collected using a structured questionnaire which was developed and distributed to a sample of 135respondents. The quantitative data wasanalyzed by using descriptive and inferential analyze. The collected data was analyzed using Descriptive Statistics and inferential statistics analyze tools. Software packages like SPSS software version 25 was used for computerized data analyze.This study uses a type of quantitative research that has the potential to generalize the findings, using multiple regressions to obtain optimal results.Marketing management strategy analyze has the dignity to helpthe company implement the right marketing strategies to satisfy and penetrate the company’s customer groups, which is phrased as target markets. Therefore, the company should constantly alter the sub elements of each marketing strategy to successfully compete with its competitors and offer the greatest value to its customers. The study found that the independent variables have the significant effect on the Brewery Factory performance but, the price is not. Each one has its unique contribution and effect to the performance of the Brewery Factory businesses. Its performance is proportionately depends on the marketing strategy applied. Therefore, from this result one can conclude that, when high-quality product is produced by business enterprise, appropriately promoted and distributed to the target customer, efficiently creating long term relationship, it were lead to higher business performance; in term of profitability, increase sales, customer satisfaction, and brand aware