MARKETING STRATEGIES AND ORGANISATIONAL PERFORMANCE OF GUINNESS NIGERIA PLC

Abstract

Customer satisfaction and existence in today’s business environment necessitate the ability to understand the need of customers, as a result organisations are expected to consider, observed, recognised and provide products or services based on customers’ needs. The study, therefore, examines marketing strategies and organisational performance of Guinness Nigeria plc. Descriptive survey research design was adopted, data were collected through a structured questionnaire from Guinness customers in Osogbo, Osun State. The population of the study was unknown, 400 questionnaires was distributed and 385 was recovered. Since the definition is indefinite, Godden (2004) formular was used to arrive at the sample size of 385 which comprised of customers that drink Guinness Foreign Extra stout, Harp Lager beer and Satzenbrau across the four zone in Osogbo, Osun State using purposive sampling technique. Correlation analysis was used to analyse the data collected. The findings revealed that marketing strategy has significant impact on organisational’ performance of Guinness Nigeria plc. Furthermore, with variables statistically significant at 95% confident limit and sig 0.000, meaning that there was significant positive relationship between strategy customer focus and customer loyalty of Guinness products and with variables statistically significant at 95% confident limit and sig 0.000, meaning that there is significant correlation between the relationship marketing strategies and customer loyalty of Guinness product. Based on the findings the study concluded that there is sufficient evidence to show that attraction of customers to a product or particular product is determined not only by quality but relationship of such organisation to the customers. Therefore, the study recommends that organisation should improve on their packaging design, increase product visibility and awareness, use personal selling strategy, and invest in promotion as promotion makes positioning and differentiation possible.