Influence of Marketing Strategies on Performance of Soft Drinks Companies in Tanzania

Abstract

Market for products or services is characterized by an increasing level of competition. Firms must implement marketing strategies that can differentiate it from competitors. The purpose of this study was to assess the influence of marketing strategies on performance of soft drinks companies in Dar es Salaam City, Tanzania. The descriptor-explanatory research design was applied. Sample size comprised of 90 marketers of 30 soft drinks companies located in City. Questionnaire was primarily used for data collection. The data were analyzed using descriptive statistics and Pearson correlation. The results show that promotion strategy has strong positive influence on performance of soft drinks companies, while place and pricing strategy have moderate positive. However, product strategy has weak positive influence on performance of soft drinks companies. The study concluded that company’s marketing strategy must reflect customer’s purchasing power, needs, satisfaction and convenience, as well as overall firm’s strategy. Based on the findings, this study recommends to marketing managers that they need adequate analytical capabilities to identify threats and opportunities skilfully within their business environments, monitor and access environmental change, and improvise marketing strategy accordingly.