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
Highlights
Section I: Introduction 1.1 Background to the Study Organizations exist for a variety of purposes most importantly to satisfy human wants by producing goods and services for commercial purposes
1.2 Statement of Problem Marketing strategy adopted from time to time focuses on integrating marketing that respond to the prevailing business environment which must be tailored to achieve organization’s goals and corporate objectives
It was discovered that internet marketing and other creative marketing strategies adopted during Covid-19 Era has significant relationship to organization profitability
Summary
There is no significant relationship between the pandemic (Covid-19) and strategic and other creative marketing strategies adopted. 2.2 Conceptual Review 2.2.1 Concept of Marketing and Marketing Strategy Marketing has been defined as the management function responsible for identifying, anticipating and satisfying customer requirements profitably (Osuagwu and Acumba; 1998) Marketing is, both a philosophy and a set of techniques which address such matters as research, product design and development, pricing, packaging, sales and sales promotion, advertising, public relations, distribution and after-sales service. The export product marketing mix for companies is usually of a narrower range than that offered domestically, because of financial constraints and operational difficulties associated with global marketing activities (Aremu and Lawal, 2012) It significantly reflects a customer-oriented posture because the firm engaging in global marketing systematically evaluates consumer and buyer behavior and host market characteristics that improve the firm’s www.iiste.org total performance (Douglas and Wind, 1987). This show that the test items for the project is reliable and capable of replicate
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