EFFECTS OF STRATIGIC MARKETING ON BUSINESS PERFORMANCE OF SMALL BUSINESS IN BAKARA MARKET MOGADISHU SOMALIA

  • ALI YUSUF MOHAMUD Jomo Kenyatta University of Agriculture and Technology
  • Dr Lucy gichinga Jomo Kenyatta University, Kenya
DOI: https://doi.org/10.53555/bm.v2i9.1437
Keywords: Market segmentation, Cost Leadership, Product Differentiation, Business Performance

Abstract

The purpose was to investigate the impact of small businesses on the Marketing
strategy on business Performance in Mogadishu -Somalia, by identifying and understanding the
best ways that small businesses can be successful. and to find out the role of small business in
marketing strategy on business Performance The general objective of the study is to investigate the
effects of strategic marketing on business performance the research question of this study was
what assess the effects of market Segmentation on Business Performance How To assess the effects
of Cost Leadership on Business Performance .The Research Design a descriptive case study
approach was use in order to determine and report about the effects of strategic marketing on
business performance of small business. The sample technique of this study was simple random
sampling. The questionnaire translates the research objective into specific questions target
population of small business of Mogadishu Somalia. The questionnaire was 75 employees.
Proportionate stratified random sampling technique was used for this study. The data collected in
this study was analyzed using descriptive statistics through SPSS version 16.0. There was a weak
positive but insignificant business Performance correlation market segmentation There was a weak
positive and significant business Performance correlation between cost leadership There was a
strong negative and highly significant correlation between product differentiation and business
performance There was a moderately positive and highly significant correlation between effects of
market strategy and business performance .

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Author Biographies

ALI YUSUF MOHAMUD, Jomo Kenyatta University of Agriculture and Technology

MSC Business Administrations Strategic of Jomo Kenyatta University of Agriculture and Technology

Dr Lucy gichinga, Jomo Kenyatta University, Kenya

Lecturer, School of human resource development, Jomo Kenyatta University, Kenya

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Published
2016-09-30
How to Cite
MOHAMUD, A. Y., & gichinga, D. L. (2016). EFFECTS OF STRATIGIC MARKETING ON BUSINESS PERFORMANCE OF SMALL BUSINESS IN BAKARA MARKET MOGADISHU SOMALIA. IJRDO - Journal of Business Management, 2(9), 129-152. https://doi.org/10.53555/bm.v2i9.1437
Issue
Vol. 2 No. 9 (2016): IJRDO - Journal of Business Management
Section
Articles

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