Influence of Marketing Mix Strategy on Business Performance: A Case of Tanzania Biotech Products Ltd - Biolarvicides Plant in Kibaha.

Uisso, Magdalena E. (2022) Influence of Marketing Mix Strategy on Business Performance: A Case of Tanzania Biotech Products Ltd - Biolarvicides Plant in Kibaha. Masters thesis, The Open University of Tanzania.

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Abstract

This study investigated the relationship between marketing mix strategy and business performance at Biolarvicides plant located in the Pwani region. Specifically the study aimed at determining the influence of promotion on business performance, determining the influence of people on business performance, determining the influence of the process on business performance, and determining the influence of physical evidence on business performance. The study utilized an explatory research design whereas the structured questionnaire was applied to collect data from 107 respondents obtained through random sampling .Multiple regression analysis was performed to analyze the collected data. The findings indicate that promotion and process strategy significantly affect the business performance of Tanzania Biotech Products Ltd (TBPL). On the contrary people and physical evidence strategy was found to be inconsequential variable in influencing the business performance of TBPL. It is concluded that promotion and process are predictors of the performance of TBPL. Thus, it is recommended that TBPL has to invest more in the promotion and improve process strategy which in turn increases the performance of the TBPL Company. Keywords: Marketing Strategy, Promotion, People, Process.

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