NIA Region IV Employees Multi-Purpose Cooperative Marketing Strategy Implementation and Its Profitability: Basis for Marketing Plan

Abstract

This study aimed to develop a marketing plan based on the level of implementation of the marketing strategy and profitability of NEMCO. The researcher employed the descriptive-correlational quantitative research and utilized a formal questionnaire to gather the data from the 331 NEMCO management and memberrespondents. The statistical treatment used to analyze the data were the weighted mean, ANOVA, and Pearson Product-Moment Correlation Coefficient. The result of the study shows that the marketing strategy in NEMCO was highly implemented as assessed by the management and members. The study revealed that there is a significant difference between the responses of the management and members on the level of implementation of marketing strategies and level of profitability in NEMCO. The NEMCO loan product matches the customers' needs and the Cooperative is strategically located and accessible by public transport making its location favorable for customers. Also, the organization uses an award system to encourage the members-owners to cooperate, while the organization's profitability was mainly from loan services. Thus, there was a significant relationship between the implementation of marketing strategy on the product, price, place, and promotion with NEMCO's profitability.