Impact of marketing strategies on pump industry with reference to Coimbatore district

Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. A key component of marketing strategy is often to keep marketing line with a company's overarching mission statement. Main objective of this study is to know the effectiveness of new marketing strategies in pump industry and its impact on business performance. It is a descriptive study and a structured questionnaire is used for data collection. Factor analysis is adopted in this study. It is found that customer related strategies and competition oriented strategies are more significantly effective in influencing their business performance. This study also reveals that these firms are yet to provide all commercial and business functionalities in their website to exploit the business value of their online presence.