Marketing Strategy and Organizational Performance of Selected Food and Beverage Companies in the Pandemic Era

Abstract

The need for strategic marketing arose in quest for organisations building consumer base through Consumer’s satisfaction. It is compulsory for every organizations to achieve this through effective marketing at all-time hence. A successful marketing strategy must tell an organization where they would want to be on a long-term basis. This process is constrained by the business environment. During this era of pandemic (Covid-19) businesses were constrained further by measures adopted by various government in limiting the rate on spread of the deadly virus and its variants. Hence organizations devise various strategy to achieve its marketing objectives. The main objective of this study is to determine the effect of strategic marketing adopted in the pandemic era on organizational performance specifically the paper determine the relationship between strategic marketing adopted in the pandemic era (Covid-19) and organization profitability, productivity and customers’ satisfaction.

Data were sourced from primary sources of data using questionnaire as instrument of data collection, it was administered among selected respondents from Seven Up Bottling Company. Data collected were analyzed using Non Parametric Statistical tool of Chi Square. It was discovered that internet marketing and other creative marketing strategies adopted during Covid-19 Era has significant relationship to organization profitability and her productivity during Covid-19 lockdown. Based on these findings, it was recommended that target market share must change from the innovators to the more typical segments that constitute the mass market and marketing mix should also change during the growth stage.

Keywords: Business Environment; Competitive Advantage; Market Orientation

DOI: 10.7176/RJFA/12-20-07

Publication date:October 31^st 2021