Marketing Strategies and Marketing Viability of School Stationeries

Abstract

INTRODUCTION

School stationeries' business is one of the country's growing business ventures because of the proliferation of students' interests in education. The development of varied marketing strategies for school stationeries to compete with the digital market poses challenges among school stationeries enterprises. This study aims to determine the significant relationship between marketing strategies and market viability of school stationeries.

METHODS

The correlational research design was used with a sample of 50 respondents. This research allowed the researchers to determine the relationship between the marketing strategies employed and the market viability of school stationeries. Data needed to be was gathered through a survey questionnaire composed of two parts; the marketing strategies on the 4P's (product, price, place, promotion) of the owners in school stationeries and market viability of school stationeries.

RESULTS

Many owners revealed a positive attitude towards product, price, promotion, and place to meet customers' demand. The owners revealed a positive attitude towards their market viability.

DISCUSSIONS

The results revealed that the owners of school stationeries designed and delivered products or services that fully satisfy customers' needs and wants for successful marketing strategy implementation. Results showed that the owners saw price as an important marketing strategy. Likewise, they regarded price as something that would help them market their products. It also means that the owners saw promotion as an important marketing strategy. Moreover, they regarded promotion as something that would help them market their product. A strategic location or the place of the establishment is important in marketing school stationeries. It also means that the respondents prioritized their customers' welfare and satisfaction as reflected in the business viability of school stationeries.