The Influence of Marketing Strategies on Growth and Sustainability in the Original Equipment Manufacturing Industry

Abstract

The aim of this study was to assess the influence of marketing strategies on growth and sustainability in the OEM industry in Zambia. Based on Porter’s Generic Competitive Business Strategies, the study identified the major bottlenecks in the currently employed marketing strategies and assessed the relationship between Porter’s generic strategies in achieving KPI’s. A quantitative survey with structured questions was administered through self-completion questionnaires to 40 respondents, representing a 95% response rate. A descriptive research design was used and a quantitative research strategy used. IBM SPSS was used for correlation analysis, to assess the strength of the relationship between variables. The results indicated that at a 1% level of significance, the Pearson correlation coefficient of 0.01 and 0.000 at sig. (2-tailed) ket share growth. However, the results indicted a Pearson correlation coefficient of 0.015 and 0.036 which was not statistically significant at sig. (2-tailed)