THE ROLE OF MARKETING STRATEGIES IN IMPROVING BUSINESS PERFORMANCE
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This study investigates the role of marketing strategies in improving business performance. Objectives include: (1) evaluating the effectiveness of different marketing strategies, (2) analyzing the relationship between marketing efforts and sales growth, and (3) assessing the long-term effects on brand equity. A survey design is employed to gather data from a wide range of respondents. Using Taro Yamane's formula, a sample size of 340 is derived, ensuring reliability and validity. The case study focuses on the consumer goods sector in Lagos, Nigeria, where effective marketing is essential. The reliability coefficient score is 0.87, indicating high reliability. Findings reveal that well-executed marketing strategies significantly enhance business performance by driving sales growth, increasing market share, and building strong brand equity. Recommendations include developing comprehensive marketing plans and regularly reviewing and adjusting strategies to stay competitive and meet market demands.
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