Impact of Marketing Strategy on Business Performance

A Study of Selected Small and Medium Enterprises (Smes)

in Oluyole Local Government, Ibadan, Nigeria

Eden Duta Fortuna

201811578
In those journal there is an abstract. And in the abstract consists of objective of the research,
instrument of the research, sample of the research and result of the result.

 Objective of the Research

Objective of the research is to investigate the impact of marketing strategy on business performance
with special reference to the selected SMEs in Oluyole local government are Ibadan, Nigeria.

 Instument of the Research

The instrument of the research used in this research is a close-ended questionnaire. The researcher
used a self-design questionnaire in collecting data.

 Sample of the research

The sample of the research is 103 respondents.

 Result of the research

The results of the research show that the independent variables (i.e Product, place, price, packaging
and after sales service) were significant joint predicators of business performance in term of
profitability, market share, return on investment, and expansion. The independent variables jointly
explained 46.5% of variance in business performance. Subsequently, recommendation were made to
SMEs operators to produce quality products; charge competitive prices. Position appropriately, use
attractive package for the product, engage in after sales service and provide other distinctive
functional benefits to consumers.
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