The Role of Marketing Strategy on Market Performance: A Study on Small and Medium Enterprises in Ethiopia, Jimma Town

Endalkachew Desta; Chalchissa Amantie

doi:doi:10.11648/j.ijber.20231203.13

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The Role of Marketing Strategy on Market Performance: A Study on Small and Medium Enterprises in Ethiopia, Jimma Town

Endalkachew Desta, Chalchissa Amantie

Published in International Journal of Business and Economics Research (Volume 12, Issue 3)

Received: 27 February 2023 Accepted: 8 May 2023 Published: 5 June 2023

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Abstract

This study investigates the role the marketing strategies on the market performance of medium and small enterprises in Ethiopia Jimma Town. To achieve the objectives of this study descriptive research design and qualitative interpretive approach were also employed. To answer the research questions, semi-structured interviews were administered to target respondents of small and medium enterprise owner-managers. A sample of 15 enterprise owner-managers was selected by using the purposive sampling method. The data collected by in-depth interviews were analyzed using qualitative data analysis steps in which collecting the data through appropriate data collection methods to collect all the data without missing, recording, and note taking are the important activities to be done. Categorizing and refining the recorded interviews for analysis, applying inductive data analysis, and writing the report are steps used to analyze data. Based on fifteen interviews without owners/managers in different firms, it was found that a well-defined marketing strategy leads to an increase in the business market performance. The findings of this study indicated that marketing strategy dimensions such as (product, price, promotion, place, people, process, physical evidence, segmentation, targeting, and positioning) strategies are determinant factors that play great in forcing the achievement of market performance. The study recommends that to get high revenue and profitability small and medium enterprise owners’ managers should continually adopt and implement marketing strategies.

Published in	International Journal of Business and Economics Research (Volume 12, Issue 3)
DOI	10.11648/j.ijber.20231203.13
Page(s)	99-107
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

Product, Price, Promotion, Place, Marketing Strategy, Market Performance

References

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APA Style

Endalkachew Desta, Chalchissa Amantie. (2023). The Role of Marketing Strategy on Market Performance: A Study on Small and Medium Enterprises in Ethiopia, Jimma Town. International Journal of Business and Economics Research, 12(3), 99-107. https://doi.org/10.11648/j.ijber.20231203.13

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ACS Style

Endalkachew Desta; Chalchissa Amantie. The Role of Marketing Strategy on Market Performance: A Study on Small and Medium Enterprises in Ethiopia, Jimma Town. Int. J. Bus. Econ. Res. 2023, 12(3), 99-107. doi: 10.11648/j.ijber.20231203.13

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AMA Style

Endalkachew Desta, Chalchissa Amantie. The Role of Marketing Strategy on Market Performance: A Study on Small and Medium Enterprises in Ethiopia, Jimma Town. Int J Bus Econ Res. 2023;12(3):99-107. doi: 10.11648/j.ijber.20231203.13

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@article{10.11648/j.ijber.20231203.13,
  author = {Endalkachew Desta and Chalchissa Amantie},
  title = {The Role of Marketing Strategy on Market Performance: A Study on Small and Medium Enterprises in Ethiopia, Jimma Town},
  journal = {International Journal of Business and Economics Research},
  volume = {12},
  number = {3},
  pages = {99-107},
  doi = {10.11648/j.ijber.20231203.13},
  url = {https://doi.org/10.11648/j.ijber.20231203.13},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijber.20231203.13},
  abstract = {This study investigates the role the marketing strategies on the market performance of medium and small enterprises in Ethiopia Jimma Town. To achieve the objectives of this study descriptive research design and qualitative interpretive approach were also employed. To answer the research questions, semi-structured interviews were administered to target respondents of small and medium enterprise owner-managers. A sample of 15 enterprise owner-managers was selected by using the purposive sampling method. The data collected by in-depth interviews were analyzed using qualitative data analysis steps in which collecting the data through appropriate data collection methods to collect all the data without missing, recording, and note taking are the important activities to be done. Categorizing and refining the recorded interviews for analysis, applying inductive data analysis, and writing the report are steps used to analyze data. Based on fifteen interviews without owners/managers in different firms, it was found that a well-defined marketing strategy leads to an increase in the business market performance. The findings of this study indicated that marketing strategy dimensions such as (product, price, promotion, place, people, process, physical evidence, segmentation, targeting, and positioning) strategies are determinant factors that play great in forcing the achievement of market performance. The study recommends that to get high revenue and profitability small and medium enterprise owners’ managers should continually adopt and implement marketing strategies.},
 year = {2023}
}

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TY  - JOUR
T1  - The Role of Marketing Strategy on Market Performance: A Study on Small and Medium Enterprises in Ethiopia, Jimma Town
AU  - Endalkachew Desta
AU  - Chalchissa Amantie
Y1  - 2023/06/05
PY  - 2023
N1  - https://doi.org/10.11648/j.ijber.20231203.13
DO  - 10.11648/j.ijber.20231203.13
T2  - International Journal of Business and Economics Research
JF  - International Journal of Business and Economics Research
JO  - International Journal of Business and Economics Research
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PB  - Science Publishing Group
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AB  - This study investigates the role the marketing strategies on the market performance of medium and small enterprises in Ethiopia Jimma Town. To achieve the objectives of this study descriptive research design and qualitative interpretive approach were also employed. To answer the research questions, semi-structured interviews were administered to target respondents of small and medium enterprise owner-managers. A sample of 15 enterprise owner-managers was selected by using the purposive sampling method. The data collected by in-depth interviews were analyzed using qualitative data analysis steps in which collecting the data through appropriate data collection methods to collect all the data without missing, recording, and note taking are the important activities to be done. Categorizing and refining the recorded interviews for analysis, applying inductive data analysis, and writing the report are steps used to analyze data. Based on fifteen interviews without owners/managers in different firms, it was found that a well-defined marketing strategy leads to an increase in the business market performance. The findings of this study indicated that marketing strategy dimensions such as (product, price, promotion, place, people, process, physical evidence, segmentation, targeting, and positioning) strategies are determinant factors that play great in forcing the achievement of market performance. The study recommends that to get high revenue and profitability small and medium enterprise owners’ managers should continually adopt and implement marketing strategies.
VL  - 12
IS  - 3
ER  -

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Author Information

Endalkachew Desta

Management, College of Business and Economics, Wachemo University, Hossana, Ethiopia
Chalchissa Amantie

Management, College of Business and Economics, Jimma University, Jimma, Ethiopia

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APA Style

Endalkachew Desta, Chalchissa Amantie. (2023). The Role of Marketing Strategy on Market Performance: A Study on Small and Medium Enterprises in Ethiopia, Jimma Town. International Journal of Business and Economics Research, 12(3), 99-107. https://doi.org/10.11648/j.ijber.20231203.13

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ACS Style

Endalkachew Desta; Chalchissa Amantie. The Role of Marketing Strategy on Market Performance: A Study on Small and Medium Enterprises in Ethiopia, Jimma Town. Int. J. Bus. Econ. Res. 2023, 12(3), 99-107. doi: 10.11648/j.ijber.20231203.13

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AMA Style

Endalkachew Desta, Chalchissa Amantie. The Role of Marketing Strategy on Market Performance: A Study on Small and Medium Enterprises in Ethiopia, Jimma Town. Int J Bus Econ Res. 2023;12(3):99-107. doi: 10.11648/j.ijber.20231203.13

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@article{10.11648/j.ijber.20231203.13,
  author = {Endalkachew Desta and Chalchissa Amantie},
  title = {The Role of Marketing Strategy on Market Performance: A Study on Small and Medium Enterprises in Ethiopia, Jimma Town},
  journal = {International Journal of Business and Economics Research},
  volume = {12},
  number = {3},
  pages = {99-107},
  doi = {10.11648/j.ijber.20231203.13},
  url = {https://doi.org/10.11648/j.ijber.20231203.13},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijber.20231203.13},
  abstract = {This study investigates the role the marketing strategies on the market performance of medium and small enterprises in Ethiopia Jimma Town. To achieve the objectives of this study descriptive research design and qualitative interpretive approach were also employed. To answer the research questions, semi-structured interviews were administered to target respondents of small and medium enterprise owner-managers. A sample of 15 enterprise owner-managers was selected by using the purposive sampling method. The data collected by in-depth interviews were analyzed using qualitative data analysis steps in which collecting the data through appropriate data collection methods to collect all the data without missing, recording, and note taking are the important activities to be done. Categorizing and refining the recorded interviews for analysis, applying inductive data analysis, and writing the report are steps used to analyze data. Based on fifteen interviews without owners/managers in different firms, it was found that a well-defined marketing strategy leads to an increase in the business market performance. The findings of this study indicated that marketing strategy dimensions such as (product, price, promotion, place, people, process, physical evidence, segmentation, targeting, and positioning) strategies are determinant factors that play great in forcing the achievement of market performance. The study recommends that to get high revenue and profitability small and medium enterprise owners’ managers should continually adopt and implement marketing strategies.},
 year = {2023}
}

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TY  - JOUR
T1  - The Role of Marketing Strategy on Market Performance: A Study on Small and Medium Enterprises in Ethiopia, Jimma Town
AU  - Endalkachew Desta
AU  - Chalchissa Amantie
Y1  - 2023/06/05
PY  - 2023
N1  - https://doi.org/10.11648/j.ijber.20231203.13
DO  - 10.11648/j.ijber.20231203.13
T2  - International Journal of Business and Economics Research
JF  - International Journal of Business and Economics Research
JO  - International Journal of Business and Economics Research
SP  - 99
EP  - 107
PB  - Science Publishing Group
SN  - 2328-756X
UR  - https://doi.org/10.11648/j.ijber.20231203.13
AB  - This study investigates the role the marketing strategies on the market performance of medium and small enterprises in Ethiopia Jimma Town. To achieve the objectives of this study descriptive research design and qualitative interpretive approach were also employed. To answer the research questions, semi-structured interviews were administered to target respondents of small and medium enterprise owner-managers. A sample of 15 enterprise owner-managers was selected by using the purposive sampling method. The data collected by in-depth interviews were analyzed using qualitative data analysis steps in which collecting the data through appropriate data collection methods to collect all the data without missing, recording, and note taking are the important activities to be done. Categorizing and refining the recorded interviews for analysis, applying inductive data analysis, and writing the report are steps used to analyze data. Based on fifteen interviews without owners/managers in different firms, it was found that a well-defined marketing strategy leads to an increase in the business market performance. The findings of this study indicated that marketing strategy dimensions such as (product, price, promotion, place, people, process, physical evidence, segmentation, targeting, and positioning) strategies are determinant factors that play great in forcing the achievement of market performance. The study recommends that to get high revenue and profitability small and medium enterprise owners’ managers should continually adopt and implement marketing strategies.
VL  - 12
IS  - 3
ER  -

Copy | Download