ABSTRACT

This study attempted to examine strategic marketing as an instrument to enhance organizational performance. Fifty questionnaires were therefore distributed within the two levels of management in the ratio 1:2, meaning that thirty questionnaires were administered to the functional managers while twenty were given to the top management, using the formula known as "Taro Yemens". The data were analyzed using simple descriptive statistics (mean; percentages and frequency) and simple regression. 60% of the selected firm had between 11-15 years as age of their firms. The mean age of the selected firms was 13.7 years. Majority of firm had their number of employees between 1-50 (68%) while 28% had number of employees between 51-100 and 4% had number of employees between 151-280, 0% had number of employees between 101-150. 60% of the firms are located in the urban areas and 40% in the rural areas. Publicity (90%). Sales promotion (84%), advertising (80%), and branding (70%) were major strategies adopted by the firms. The value of R2which was 0.686 represents 68.6% of the total variations observed in the dependent variables is accounted for by the independent variables included in model. The F ration of 15.631, shows that the model is statistically significant at 1%. Age of the firm, amount borrowed, marketing costs, marketing outlets and the value of sales were significant and positive variables influencing strategies adopted by the selected firms.The value of R2which was 0.943 means that 94.3% of the total variation observed in the dependent variable is accounted for by the inclusion of the independent variable in the model. Age, Amount borrowed, number of outlets and value of sales were significant and positive variables influencing profit while marketing costs was significant and negatively related to profit. . In conclusion, strategic marketing is of a great importance to any firm who wish to remain in business and make profit despite the environmental threats.