ABSTRACT
In today's business world, the success or failure of any business depends largely on customer satisfaction. Marketing strategies are fundamental to any organisation, whether it provides services or goods and whether it has intentions of making profits or not. This chapter examined the relationship between marketing strategies and small and medium enterprises’ performance, and the possible moderating role of external environmental variables in the spare parts dealership sector in Ghana. The study adopted the explanatory research design with a questionnaire to collect data from 220 second-hand spare parts dealerships in the Kumasi Metropolis of Ghana. The results showed a strong positive effect of marketing strategies (product, price, place, promotion and Corporate Responsibility Management (CRM)) on the performance of spare parts dealerships. Individually, among the marketing strategies examined, product and distribution were the most significant predictors of performance. Price, promotion and CRM did not have any significant influence on the business performance of spare parts dealerships. The results also revealed the moderating role of environmental variables on the relationship between marketing strategies and performance. The implications are that even though these spare parts dealerships face a plethora of problems from a turbulent business environment, the proper implementation of these marketing strategies will lead to high performance concerning improved market share and growth of the spare parts dealerships.
