| dc.description.abstract | The primary objective of marketing strategy is to increase sales and provide a brand along-term competitive edge. Pepsi Cola (EA) Limited is a Kenya-based worldwide food and beverage company. Despite many attempts to break into the local market, Pepsi has failed miserably, and this is the foundation for this research. The study's goal was to determine the impact of marketing strategy on Pepsi-Cola (EA) Limited's performance in Kenya. The purpose of the research was to determine the impact of product strategy, pricing strategy, location strategy, promotion strategy, and brand preference on the performance of Pepsi-Cola (EA) Limited. The following theories were used to explain the link between marketing strategy and performance: Porter's Competitive Business Strategy Typology, Ansoff's Product-Market Strategies, and Contingency theory. A total of 150 respondents were chosen using stratified random sampling. Questionnaires and an interview schedule were used to collect primary data. The data was analyzed using both descriptive and inferential statistics. The instrument's reliability was assessed using Cronbach's Alpha of 0.85. Product strategy explains 60.3 percent (R2 =0.603) of the variance in the organization's performance, whereas pricing strategy explains 59.4 percent (R2 = 0.594) of the variation in the organization's performance. The findings also revealed that place strategy explains 47.8% (R2 = 0.478) of the variation in the organization's performance; promotion strategy explains 59.8% (R2 =0.598) of the variation in the organization's performance; and brand strategy explains 53.9 percent ((R2 = 0.539) of the variation in the organization's performance. Overall, price, location, promotion, and brand account for 68.9% (R2 = 0.689) of the variation in the organization's performance. Product strategy (F=225.103, p=0.000b), pricing strategy (F=216.099, p=0.000b), place strategy (F=135.306, p=0.000b), promotion strategy (F=219.709, p=0.000b), and brand preference strategy (F=173.063, p=0.000b) were all shown to be statistically significant. As a result, the null hypothesis that product strategy, pricing strategy, location strategy, and promotion strategy have no effect on performance is rejected. As a result, the null hypothesis that brand choice has no impact on performance is also rejected. Finally, Pepsi Cola (EA) Limited's success is influenced by product, pricing, location, marketing, and brand strategies. The findings will have a substantial impact on soft drink company management. It might be used by policymakers and regulators. It can also serve as a springboard for future investigation. | en_US |