Marketing Strategies and Organization Performance: A Case Study of Rukiga SACCO Kabale Municipality Kabale District.
This study examined Marketing strategies and organization performance in the case of Rukiga Sacco Kabale Municipality Kabale District. The study was guided by the following specific objectives: to identify the marketing strategies employed by Rukiga SACCO, to examine the marketing challenges of SACCOs, and to assess the relationship between marketing strategies and business performance. A descriptive qualitative research design was used to survey both quantitative and qualitative data. The target population constituted 5 members of staff and 40 clients of Rukiga SACCO. The researcher applied purposive sampling to select 2 staff members of the SACCO. The researcher also used simple random sampling to select 38 clients of the SACCO. Editing of the questionnaires was cloned to ensure there were no errors. Analysis of quantitative data was cloned using statistical analysis techniques such as the frequencies, means, and percentages Analysis of qualitative data was done using content analysis. The presentation of the data was done using tables. The study findings revealed that making visitations to the community to sensitize the general public is the main marketing strategy, competition is the main challenge faced by SACCO and marketing improves diversity and SACCO's relevance. The study recommends that community members be organized in cooperative unions or associations to easily acquire certain services or help from the SACCOs such as getting loans at lower interest.
Marketing Strategies, Organization Performance, Rukiga SACCO, Kabale Municipality, Kabale District
Ainebyoona, Jacob (2022). Marketing Strategies and Organization Performance: A Case Study of Rukiga SACCO Kabale Municipality Kabale District. Kabale: Kabale University.