Effectiveness of marketing strategy in public sector organizations in relation to its performances / Abdulla Reyshan

Abstract:
This study investigates the effectiveness of making strategies in relevant with the company's performance
in public limited companies in the Maldives. It is done so by conducting interviews using set of
questionnaires that address the problem.
The key findings of the study demonstrate that marketing as a strategy in many of the firms are not
defined properly and its use is not utilized as to the well-known norm of marketing. The lack of
measurements to actually evaluate the effectiveness of marketing, disables firms to build the confidence
in marketing strategies. What there is consensus that marketing is the key to the success for every
business, however with proper measurements its credibility amongst most of the CEOs are at stake.
One firm demonstrated their full understanding and importance of marketing strategy in achieving their
objectives. They display use to measures not only in the area of sales or the profitability but also other
factors that contribute to an organisational performance, such as customer retention levels, brand values,
market share and so forth. Whilst rest of the organisations seem to depend only on factual such as total
no. of containers and sales figures as the primary measures of organisational performances, which
neglects marketing as a strategic approach.
The findings confirm to the standard practice across a number of local firms and to the literature to certain
extent. Where most of the organisations appreciate marketing strategies as a key player in achieving
organisational performance.