Impact of Marketing Strategy on Business Performance: A Study of Selected Small and Medium Enterprises in Rajasthan

Abstract

Marketing strategy has always been a point of attention of businesses as an apparatus for improving business performance. It has gained significance in terms of its impact on overall performance of business. Various researchers have studied the ways to find the impact of marketing strategy and its factors on business performance. However, no such study has been undertaken specifically in Rajasthan small and medium scale enterprises for investigating the impact of existing marketing strategy and its factors viz. Promotion, pricing, place, and product on business performance. Researcher has studied all the available literature related with the topic and framed a conceptual model that describes complete business performance of small and medium scale enterprises. The paper attempts to find impact of marketing strategy on sales, customer and financial performance of small and medium scale enterprises in Rajasthan. Researcher has selected total 175 respondents for collecting the data through self-structured questionnaire. Statistical analysis was performed using regression analysis and coefficient of correlation. The results of the paper suggest that the marketing strategy and its four factors are impacting the business performance of small and medium scale enterprises and this performance can be maximized when the business designs and develops a potential strategy and its effective execution.