Assessing the Marketing Strategy Determinants on Organization Performance in African Business Scenario

The study was conducted to examine the determinants of marketing strategies on the organizational performance in African business scenario. The researchers had designed both descriptive and inferential statistics and different methodologies. The sampling technique was both non-probability and probability incorporating simple random sampling technique. The data for this study were obtained from Oromia International Bank, Ethiopia as the representative organization with a survey of 115 customers of Oromia International Bank, those served in sectors and OIB staff Bule-Hora branch. The researchers, finally come up with the result, of less marketing strategy implementation and the decreasing the organization performance which are mainly associated with poor leaders’ capacity, Work environment and poor Employee’s commitment and poor technology adoption, related factors were among the major problems. Leader’s capacity is one of the most promising ways to increase organization performance in Ethiopia. The researchers recommended that the concerned body had to have applied so as to end up with the problems observed in marketing strategy implementation, control the factors, and in turn provide good marketing strategy implementation as well as good organization performance.