Marketing Strategies and Supply Chain Performance of Fast Food Outlets in Cross River State

Abstract

The study examined the role of marketing strategies on supply chain performance of fast food outlets in Cross River State. The specific objectives of the study are; to examine the effect of pricing strategy, packaging strategy, promotional strategy and location strategy on supply chain performance of fast food outlets in Cross River State. In the course of this study, the researchers adopted survey design. Data information for this research work were collected from primary sources. The study employed multiple regression analysis to measure the degree of relationship between variables tested in the article. Findings from the research demonstrated that pricing strategies, packaging strategies, promotional strategies and location strategies have a significant influence on supply chain performance of fast foods outlets in Cross River State. On the basis of the findings from results, the following recommendations were made: marketing managers of fast food outlets should carefully adopt the current research model to effectively implement extensive use of discount pricing, competitive pricing, menu pricing and bonuses in order to enhance their supply chain performance. With regards to packaging, the marketing manager should design the firm’s offer such that meals that are packaged should be linked to a special event in the customers’ life.