THE EFFECT OF MARKETING STRATETY ON SMALL AND MEDIUM ENTERPRISES PERFORMANCE IN ETHIOPIA (IN CASE OF WOLKITE TOWN)

Abstract

Marketing strategies constitute one of the key functional strategies that Small and Medium Enterprises (SMEs) adopt to enhance performance. This study is aimed to examine the effect of marketing strategy on SMEs performance in Wolkite town. By taking the research objectives andquestions into considerations, only quantitative research approach and both descriptive research design were used. The study was delimited to proportionate stratified and purposive sampling techniques. The findings of descriptive statistics have shown that the mean score of marketing strategy variables i.e. STP, product, price, promotion, place, customer orientation, and relationship marketing inclined to agreement. Relatively relationship marketing had a higher strong relationship with performance. Likewise, the empirical findings of the multiple regression indicated that, only six of the predictor variables STP, Product, Promotion, Place, Customer Orientation, and Relationship Marketing have a positive and significant effect on the Performance of SMEs but, price is not