CHAPTER ONE INTRODUCTION 1.1 BACKGROUND OF THE STUDY To achieve a set of organizational goals and objectives, companies conceptualize, design, and implement various strategies. These strategies can be corporate, business, or functional. Marketing strategies constitute one of the functional strategies amenable to application by contemporary companies in order to enhance performance. Marketing has been defined and conceptualized in various ways, depending on the author?s background, interest, and education. For example, marketing can be seen as a matrix of business activities organized to plan, produce, price, promote, distribute, and market goods, service, and ideas for the satisfaction of relevant customers and clients. Marketing strategy is important for the success of any organization, whether service- or product- oriented. Marketing strategy is a method by which a firm attempting to reach its target market uses to attract customers. Marketing strategy starts with market research, in which needs, attitudes and competitor?s products are assessed and the firm concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage (Nymous, 2006). Marketing strategy must focus on delivering greater value to customers and the firm at a lower cost however quantifying the return on investment from marketing expenditure on activities such as advertising, promotion and distribution is one of the most complex issue facing decision makers. Marketing performance is central to success in today?s fast moving competitive markets, and measuring marketing performance is critical to managing it effective (Chiliya, 2009). In order to measure marketing strategy effectiveness, a business has to break down its marketing function into constituent parts, along with a mechanism through which to analyze the interaction between those parts. By doing this, decision-makers will finally be in a position to relate marketing expenses to shareholder value and to understand how to tie marketing initiatives back into the value created for the company. Decision-makers will be able to understand the internal motives that propel the marketing value of the business. The manipulation of the following marketing variables namely price variation and price promotion, research, advertising, product differentiation, quality, packaging and place will yield increased returns for firms. Marketing strategies in business serve as the fundamental component of marketing plans designed to fill market needs and reach marketing objective. Marketing strategy involves careful scanning of the internal and external environments. Internal environmental factors include marketing mix, plus performance analysis and strategic constraints. While external environmental factors include customer analysis, competitive analysis target market analysis as well as evaluation of the element of technological, economic, cultural or political/legal environment likely to impact success. Marketing strategy in organizations in Nigeria is basically designed to direct the flow of organizational profitably to target customers. The need for an effective marketing strategy stems from intense competition, not just from bank but other financial organization. However, there are challenges in measuring marketing strategies in relation to business performance. Indeed several researchers indicate that there is gab in this regard (okoh, 2009). It is against this, that the researcher considered the subject matter as a problem worthy of investigation. 1.2 STATEMENT OF THE PROBLEM Marketing strategies are dynamic and interactive. They are partially planned as such; most organizations do not adhere strictly to their organization planned strategy sequel to influence of micro and micro environmental factors. As such most organizational component of marketing strategy is not in line with the company?s overarching mission hence marketing strategy is vague and complex to comprehend. As such implementing strategic marketing plan in most organization becomes a big constraint. This is evident in the fact that there are challenges in measuring marketing strategies in relation to business performance which several marketing literatures as well as journals have fail to address. Indeed several researchers indicate that there is gab in this regard (okoh, 2009). It is against this that the researcher sees the subject matter worthy of investigation. Therefore the study addresses the challenges of measuring marketing strategy in relation to performance which has not been address by previous researches and marketing text in Nigeria. 1.3 RESEARCH OBJECTIVES The aims of this research work are to: 1. To identify the relationship between marketing strategies and business performance 2. To examine the marketing strategies employed in MTN, Nigeria Saki branch 3. To ascertain the importance of the marketing strategies employed in the case study 4. To establish the effects of marketing strategies on performance of enterprises in Nigeria 5. To determine the effects of 4Ps of marketing strategies on the performance of enterprises in Nigeria. 6. To examine the problems of marketing strategies in business organizations 1.4 RESEARCH QUESTIONS The following questions will help in solving the research problems: a) Is there any relationship between marketing strategies and business performance? b) What are the marketing strategies employed in the case study? c) What are the importances of marketing strategies in business organization? d) What are the effects of marketing elements in the performance of an enterprise in Nigeria? e) What are the problems of marketing strategies in business organizations? 1.5 SCOPE OF THE STUDY The scope of shall cover only the MTN company, Nigeria Saki branch. The study is concerned with the influence of marketing strategies in promoting business performance. Measurement of the effect of marketing strategies in the business enterprises is relatively quite simple because of the existence of clear. On the basis of the above, this research did not give much consideration to the problems relating to marketing strategies is not easily quantifiable. 1.6 SIGNIFICANCE OF THE STUDY This very study is aimed at examining the influence of marketing strategies on business performance in the MTN Company, Nigeria Saki branch. Therefore the result of this research will then do the following: 1. The management will benefit from this study as it will expose them to the ways of promoting marketing strategies to improve performances. 2. It makes for a rapid economic growth of the country. 1.7 LIMITATION OF THE STUDY 1. Network interconnectivity to enhance elaborate research ? 2. High level of illiteracy 3. Organization operational huddles. 4. Time and cost constraints due to cause of scarcity in gasoline to go about the research.