| Abstract: | This study examines the effect of marketing strategy (7Ps) on organization performance in the
case of Hibret bank, HQ Addis Ababa in Ethiopia. This study is significant to academicians by
increasing the body of knowledge and fill the gap of the literature by showing the major
marketing strategy (Product, Price, Place, Promotion, Process, People and Physical evidence)
on organization performance in Hibret Bank. The respondents of this study are the employees of
Hibret bank at HQ. The study used both stratified and purposive sampling method. Among this,
the research selected 198 target population/employees who work in 10 chief division officers and
Out of the 198 questionnaires, 190 (96%) respondents completed and returned the
questionnaires. Data was collected through five points Likert scales of the close-ended
questionnaire. The quantitative data was coded and analyzed using SPSS 23 statistical tools. The
majority of respondents agreed on all of the listed marketing strategies (i.e., product, price,
location, promotion, process, people, and physical evidence) that have an impact on the bank's
organizational performance. All independent variables are positively and perfectly correlated at
the 5% level of P value (i.e., 0.000). According to this finding, marketing strategy accounted for
90.3% percent of the variance in organization performance. The study's overall implication is
that because marketing strategy (7Ps) has a positive effect on organizational performance, it is
critical for the bank to gain a competitive advantage and ensure success in implementing
marketing strategy while maintaining the bank's financial and non-financial performance. |
