Abstract:
The purpose of the study is to examine the effect of marketing strategies on the performance of financial institution. The specific objectives of the study are to analyze the marketing strategies used by COGEBANQUE PLC and to find out the contribution of marketing strategies on performance of COGEBANQUE PLC. The data was collected by using questionnaires and
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documentation techniques with a sample size of 50 staffs of defend departments of COGEBANQUE PC. The findings show that the researcher has been found that 10% of respondents confirmed that they used email, meetings, phone, radio and television while 6% of respondents said that COGEBANQUE PLC uses the event website, magazine, personal information, and word of mouth as advertising channels of adverting while 20% of respondents said that they uses all above advertising channels for advertising the products of COGEBANQUE PLC. For COGEBANQUE PLC has an attractive competitive advertising message as its differentiation which said that: “Simple and Possible in COGEBANQUE PLC. The increasing in net profit as indicated in the table above where the net profit has increased from 4% in 2020 and 31% in 2021 and increased up 2021-2022. Because the net profit of a bank comes from different factors including marketing strategies usage. During the research period from 2019-2022, ROE ratios are the following 13.6%, 11.5%, 13.1 and 19.1% respectively. It means that 100 FRW invested by shareholders generated 13.6 FRW in 2019 and 100 Frw invested in Cogebanque Plc generated 11.5 Frw in 2020. As seen in the table from 2021 return on equity declined compared to previous year to the extent of 13.1 Frw and 19.1 Frw in 2022. The Researcher recommends the COGEBANQUE PLC needs to ensure that the online tools adopted create the most interest and brand awareness among its consumers, COGEBANQUE PLC should improve the quality of its products and services in order to not be challenged with the competitors and COGEBANQUE PLC should advertise by focusing on needs of market in order to attain its target. The relationship between marketing strategies and performance, the results demonstrate also that there is positive high correlation to 0.780 also the significance was 0.022 which is less than 0.5. Therefore, null hypothesis which was saying there is no significant relationship between Marketing strategies and performance is rejected in favorable of alternative hypothesis which says that there is significant relationship between marketing strategies and performance.
