Advisers

Vinalyn L. Sarzata, MBA

Discipline

Marketing

Abstract

In a competitive market, SMEs must strengthen marketing strategies to support sales performance. The marketing mix (4Ps) is commonly associated with business growth, yet many firms struggle with effective execution and report unstable outcomes. R. Santiago Tile Trading in Rizal, has faced fluctuating sales despite having diverse products and promotions. Weak application of 4Ps hindered sales growth (Cuesta-Vali–o et al., 2023), revealing a gap in understanding which elements of the 4Ps are most strongly associated with measurable sales outcomes. This study used a descriptive-correlational and comparative design to examine the relationship between marketing strategies and sales performance. 30 respondents were selected through purposive and convenience sampling, consisting of 15 customers and 15 employees. Data were collected using two sets of survey questionnaires that measures perception of 4Ps and sales performance, analyzed using frequency and percentage, weighted mean, and pearson-r. The findings revealed that marketing strategies are significantly associated with the sales performance of the business. Customers rated product 3.32 (Strongly Agree) and price 3.31 (Strongly Agree) as highest, followed by place 3.01 (Agree), while promotion 2.95 (Agree) was lowest. Employees consistently gave higher ratings, with product 3.71 (Strongly Agree), price 3.61 (Strongly Agree), place 3.72 (Strongly Agree), and promotion 3.29 (Strongly Agree). Despite these favorable internal assessments, sales uplift averaged only 2.00 (Disagree), showing no consistent improvement from January to June, through correlational analysis confirmed a significant relationship between marketing strategies and sales performance. The study concluded that product, price, and place were the strongest drivers of sales success, while promotion was the weakest and linked to sales fluctuations. To address this, a strategic marketing plan was developed. It is recommended to strengthen promotions and leverage product, pricing and distribution for sustained growth.

Keywords

marketing strategies, sales performance, marketing mix (4ps), sales uplift, sme’s, strategic marketing plan, tile trading industry