EFFECT OF STRATEGIC MARKETING ON ORGANIZATIONAL PERFORMANCE: THE CASE OF NIGERIA BREWERY ONITSHA ANAMBRA STATE

This study examined sales promotion as a tool for organizational performance: A study of N lgerzan Bottling ( ompany (NBC) Enugu, Nigeria. The specific objectives of the st udy are to examine e efiect of discount on organizational performance, to determine the effect of bonus on dffmnu‘:dn‘mm/ performance and to investigate the effect of coupon on organizational performance In line with the objectives, three research questions and research hypotheses were formulated to Quide. the study, descriptive research design was adopted in this study. The total population of the study was 52 and was used as the sample size due to the small number of the population, a total of 40 respondents were derived from the population, data was collected through administration of questionnaire and analyzed using Pearson moment correlation coefficient analysis technique. Findings revealed that discount has a significant effect on the performance of NBC Enugu, the findings also revealed that bonus play a significant role on the NBC performance and coupon has a significant effect on the performance of NBC. However, from the findings the researcher recommended that the management of the organizational should put discount into their orgafzzzrzric)naf policies and the study has showed that discount plays a significant role in the study and it should be evaluated from time to time. F urthermore, the organization should set up a good and.r.eelm'a;.fl package.sfor their customers and this should be done on regularly basis, lastly In addition, since effective implementation of sales promotion tools as coupon lead to increase in Pe{'};ormance and invc'zria.bly higher profit, therefore, adequate budget for coupons should be put in place by the organization to enhance the achievement of their objectives.