The Effect Of Marketing Strategy On Business Performance A Study On Selected Small And Medium Enterprises (smes)iin Addis Ababa

The main objective of this research work was to examine the effect of marketing strategies on business performance in the context of small and medium enterprises (SMEs) in Addis Ababa. In order to meet this objective the study employed a mixed method where data was collected using both qualitative and quantitative approaches such as survey and in-depth interviews. The samples were drawn from owners/managersof SMEs located in south west of Addis Ababa, Nifasilklaftosubcityworead 02, specifically from such areas asKore, Lebu, German Adebabay, Jemo condominium, Jemo Michael and Koshe areas. A total of 332 respondents were approached for the survey and 8 SME owners were approached for an in-depth interview. The quantitative data were analyzed by using descriptive and inferential analysis. Thematic analysis was utilized for the qualitative data. The findings of the research has shown that the independent variables (i.e., product, price, promotion, place and after sale service have asignificant effect on the dependent variable performance. However, the regression analysis has shown that packaging has a non-significant effect on performance. Price had a higher effect on performance compared to the other independent variables (B = . p = ). . The qualitative data results also supported the quantitative findings and showed that marketing strategies had valuable effect on the performance of SMEs.

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