An Assessment of the Impact of Marketing Effectiveness, Creativity, and Strategy on Organizational Performance Experience from Vodacom Tanzania.

Mmbaga, Siriel (2020) An Assessment of the Impact of Marketing Effectiveness, Creativity, and Strategy on Organizational Performance Experience from Vodacom Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

The main objective this research was to assess the extent to which marketing strategy, effectiveness and creativity increase Vodacom organizational performance. The study dwelled on the following specific objectives; to examine the role of marketing strategies on organizational performance; to examine the role of marketing creativity on organizational performance as well as to examine the role of marketing effectiveness on organizational performance. The researcher drew a sample of population from the sampling frame of both management and customers, with a sample of 200 respondents (72) employees and 128 customers. The findings revealed that there is significant relationship between marketing effectiveness, strategies and innovation on organizational performance. The findings, conclusions and recommendations given for instance the need to change organizational structure, the need to improve quality of products and the need to study other resembling organizations performance suggest a need for further research in order to have profound solutions to the identified gaps for effective organizational performance. Therefore, it was recommended that, there is a need to investigate the effects of marketing effectiveness, creativities and innovation on other networks in Tanzania apart from Vodacom. Keywords: Marketing, Strategy, Marketing Creativity & Marketing Strategy.

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