STUDYING FACTORS INFLUENCING THE IMPLEMENTATION OF MARKETING STRATEGIES IN THE CASE OF KANENUS GARMENT FACTORY

Abstract

Marketing strategy implementation is essential for improving competitiveness and market presence, especially in fast-paced sectors like clothing manufacturing. This study examines the factors influencing the implementation of marketing strategy in Kanenus Garment Factory. 64 managers, supervisors, and employees were given closed and open-ended questionnaires as part of a descriptive study design that used quantitative approaches, achieving a 100% response rate. The analysis was enhanced by secondary data obtained from corporate documents. Regression analysis via SPSS revealed that 70.4% of the variance in implemented marketing strategies is explained by internal factors, external factors, and the 4Ps (product, price, place, promotion). The key finding indicated that while external factors, product, price, and location had no significant impact, internal issues (such as poor branding and underutilization of digital platforms) and promotion techniques had a significant positive impact. The study comes to the conclusion that in order to improve the factory's market performance, strategic interventions that prioritize staff training, digital marketing tools, and consistent branding are necessary. Adopting culturally sensitive advertising campaigns and flexible digital platforms are among the recommendations made in order to adapt to changing consumer demands and financial circumstances.