Author(s): Neeraj Bali
The purpose of the study was to investigate the effect of marketing strategy on business performance of Bedele Brewery. This study has employed explanatory research design in order to estimate the cause/effect relationship of Bedele Brewery Company marketing strategy practices on its business performance.It was designed to evaluate the impact of Bedele Brewery Company marketing strategy elements on its business performance. In order to meet the objective, the researcher has used stratified sampling techniques and 267 participants were selected. The five point Likert scale questionnaire was the main data gathering tool. The collected data was analysed using multiple regression analysis in Python 3. The R square result of the model has shown that all the explanatory variables (product, placing, pricing and promotional) have significantly explained the business performance of Bedele Brewery Company. Among these explanatory variables the promotional strategy was found to be the main predictor of Bedele Brewery company business performance. Hereafter, it is beneficial, if the management of Bedele Brewery Company has used more promotional strategy systematically for better business performance, followed by pricing strategy, product development strategy and placing strategy. Explanatory research design was used for the research.