EFFECTS OF MARKETING STRATEGIES ON MARKETING PERFORMANCE: THE CASE OF ETHIO-TELECOM WOLAYITA DISTRICT

Abstract

This study investigates the impact of marketing strategies on marketing performance within Ethio-Telecom in Wolayita District, Ethiopia. The total population consisted of 500 stakeholders, with a sample size of 222 respondents selected through stratified random sampling. Employing a mixed-methods approach, the research utilized qualitative thematic analysis and quantitative regression analysis to analyze data from surveys, interviews, and secondary sources. The findings indicate a positive correlation between marketing strategies and marketing performance, with product innovation and effective promotion identified as critical drivers of success. While place strategies exhibit a moderate influence, physical evidence strategies play a pivotal role in enhancing marketing outcomes. These insights underscore the importance of tailored marketing strategies, such as product innovation, effective promotion, and optimizing physical evidence, in driving marketing performance within Ethio-Telecom Wolayita District. This abstract succinctly summarizes the study's scope, methodology, and key findings, offering valuable insights for busy readers and managers in the telecommunications sector.