The Correlation of Marketing Strategies and Financial Performance of Motor Parts Businesses in the City of Mati

This study explores the relationship between marketing strategies and the financial performance of motor parts businesses in the City of Mati. Recognizing the vital role of marketing in a competitive industry, the research aimed to assess how market analysis, marketing channels, and sales strategies impact profitability, liquidity, and operational efficiency. A descriptive-correlational research design was employed, with data collected from 32 legally registered motor parts businesses using a structured survey questionnaire. The findings revealed that sales strategies were the most extensively implemented among the marketing components, while profitability emerged as the strongest financial indicator. Pearson correlation analysis showed a very strong positive relationship between sales strategies and profitability, a strong relationship between market analysis and efficiency, and a moderate relationship between marketing channels and liquidity. These results affirm that effective marketing strategies significantly influence the financial outcomes of motor parts businesses. The study concludes that marketing is not merely a support function but a strategic driver of financial success. It recommends strengthening digital marketing efforts, improving financial planning, and encouraging collaboration among businesses to sustain growth and profitability. The findings of the study lend strong support to the Resource-Based View (RBV) theory, which posits that internal resources and capabilities are fundamental sources of sustained competitive advantage. In the context of motor parts businesses in Mati City, internal competencies such as targeted sales strategies, customer-focused promotions, and comprehensive market analysis have proven to be instrumental in achieving high levels of profitability and financial sustainability. The results contribute valuable insights to local enterprises and policymakers aiming to enhance the economic viability of the motor parts sector in Mati City.

Marketing Strategies, Financial Performance, Motor Parts Businesses Market Analysis

1. Abed, G. M., & Haghighi, M. (2009). The effect of selling strategies on sales performance. Business Strategy Series, 10(5), 266–282. https://doi.org/10.1108/17515630910989169 [Google Scholar] [Crossref]

2. Amin, M. (2022). Influence of marketing strategies on the performance of SMEs: A case study. International Journal of Business and Management Studies, 14(2), 45–62. [Google Scholar] [Crossref]

3. Brown, G. H. (1947). A comparison of sampling methods. Journal of Marketing, 6(4), 331–337. https://doi.org/10.1177/002224294700600407 [Google Scholar] [Crossref]

4. Business Plan Shop. (2021). How to create a financial forecast for a motorcycle parts manufacturer? https://thebusinessplanshop.com/en/financial-forecast/ [Google Scholar] [Crossref]

5. Cheung, A. K. (2021). Structured Questionnaires. In Springer eBooks (pp.1–3). https://doi.org/10.1007/978-3-319-69909-7_2888-2 [Google Scholar] [Crossref]

6. Desygner. (2024). Unlocking the potential of your motorcycle parts and supplies business. https://desygner.com/blog/industry/how-to-market-motorcycle-parts-supplies-business [Google Scholar] [Crossref]

7. Du, J., Gao, J., & Chen, X. (2015). Financial ratio analysis of listed companies in China. Journal of Applied Accounting Research, 16(2), 191–213. https://doi.org/10.1108/JAAR-08-2013-0067 https://doi.org/10.1080/23311886.2023.2263945 [Google Scholar] [Crossref]

8. Infotech Project Management. (2023). Marketing strategies and financial performance of the motor parts industry. https://Financial_Performance_on_Marketing_Strategies_Factors.pdf/ [Google Scholar] [Crossref]

9. Juan. (2023). Sales & marketing strategies for an auto parts store. https://sharpsheets.io/blog/sales-marketing-plan-auto-parts-store [Google Scholar] [Crossref]

10. Kanellos, S. (2024). Marketing analytics and financial performance: Bridging the gap with accounting insights. Journal of Accounting & Marketing, 13, Article 508. https://doi.org/10.37421/2168-9601.2024.13.508 [Google Scholar] [Crossref]

11. Leedy, P. D. (1993). Research methodology: Qualitative or quantitative? In Practical research: Planning and design (5th ed., pp. 137–147). Prentice-Hall. [Google Scholar] [Crossref]

12. Mao Autoparts. (2024). Revolutionize your auto parts business with efficient inventory control: Insights from Mao Autoparts. https://www.linkedin.com/pulse/revolutionize-your-auto-parts-business-efficient-from-mao-autoparts-u6zaf [Google Scholar] [Crossref]

13. March. (2024). From inventory challenges to efficient parts processes: How A365 delivers results for moto parts businesses. https://annata.net/a365-delivers-results-for-automotive-partsbusinesses/ [Google Scholar] [Crossref]

14. Maroofi, F., Ardalan, A. G., & Tabarzadi, J. (2017). The effect of sales strategies on the financial performance of insurance companies. International Journal of Asian Social Science, 7(2), 150–160. https://doi.org/10.18488/journal.1/2017.7.2/1.2.150.160 [Google Scholar] [Crossref]

15. McCombes, S. (2023). Descriptive research: Definition, types, methods & examples. https://www.scribbr.com/methodology/descriptive-research/ [Google Scholar] [Crossref]

16. Mohamed, I. B. (2016). Effect of financial leverage on financial performance of non-financial firms listed at the Nairobi Securities Exchange [Unpublished master's thesis]. S.N. [Google Scholar] [Crossref]

17. Mueller, J. (2022). Corporate finance: Financial ratios—Financial liquidity. https://example.com (Note: URL missing; replace with valid link) [Google Scholar] [Crossref]

18. Noah, B. (2021). What is the meaning of descriptive correlational method? https://www.reference.com/world-view/descriptive-correlational-method [Google Scholar] [Crossref]

19. Nugroho, T. W., Rahman, M. S., Toiba, H., Andriatmoko, N. D., Hartono, R., & Parts Marketing. (2019). The secrets of auto parts marketing. https://www.oeminteractive.com/the-secrets-to-auto-parts-marketing/ [Google Scholar] [Crossref]

20. Philipson, G. (2014). Growth phenomena. https://growth-phenomena/ [Google Scholar] [Crossref]

21. Rebiazina, V., Sharko, E., & Berezka, S. (2024). The impact of relationship marketing practices on companies’ market and financial performance in emerging markets. Journal of Economics, Finance and Administrative Science, 29(57), 186–204. https://doi.org/10.1108/JEFAS-01-2022-0034 [Google Scholar] [Crossref]

22. Remi. (2024). What are the different sales strategies? https://sharpsheets.io/blog/sales-strategies/ [Google Scholar] [Crossref]

23. Ryzhkov, A. (2023). Rev up your business: Creating a financial model for auto parts. https://finmodelslab.com/blogs/financial-modeling/auto-parts-store-build-financial-model [Google Scholar] [Crossref]

24. Saif, N. M. A. (2015). How does marketing strategy influence firm performance? Implementation of [Google Scholar] [Crossref]

25. marketing strategy for firm success. International Journal of Innovation, Management and Technology, [Google Scholar] [Crossref]

26. 1(3), 7–15. [Google Scholar] [Crossref]

27. Shaleh, M. I. (2023). Does financial literacy matter for village-ownedenterprises’ (VOEs) performance? Evidence from East Java Indonesia. Cogent Social Sciences, 9(2). [Google Scholar] [Crossref]

28. Sheykin, H. (2024). How to enhance revenue in the moto parts industry. https://finmodelslab.com/blogs/profitability/motorcycle-parts-marketplace-profitability? [Google Scholar] [Crossref]

29. Shubita, M. F. (2023). Relationship between marketing strategy and profitability in industrial firms: Evidence from Jordan. Problems and Perspectives in Management, 19(2), 17–26. https://doi.org/10.21511/ppm.19(2).2023.02 [Google Scholar] [Crossref]

30. Singh, S. (2024). Automotive parts and accessories market trends, share, revenue, growth drivers, business challenges, opportunities and future competition till 2032. https://linkedin.com/pulse/automotive-parts-accessories/ [Google Scholar] [Crossref]

31. Spork Marketing. (2023). “A marketing agency that specializes in parts? I wish I had found sooner.” https://sporkmarketing.com/services/ [Google Scholar] [Crossref]

32. Statista Research Department. (2024). Automotive industry in the Philippines: Statistics and facts. https://www.statista.com/topics/6433/automotive-industry-in-philippines/ [Google Scholar] [Crossref]

33. Uy Quitia. (2024). Strategies for growing retail distributions of motor parts and accessories. https://www.linkedin.com/pulse/strategies-growing-retail-distributions-motor-parts-quintia-vaepc [Google Scholar] [Crossref]

34. Wernerfelt, B. (1984). The development of the resource-based view theory. https://journals.sagepub.com/doi/10.1177/ [Google Scholar] [Crossref]

35. Yodiz. (2025). Marketing strategies and economic performance of business enterprises in San Jose, Occidental Mindoro under the new normal. Retrieved [June 9, 2025], from https://www.yodiz.com [Google Scholar] [Crossref]

36. Zikmund, W. G. (2002). Business research methods. Dryden Press, Thomson Learning. https://archive.org/details/businessresearch/ [Google Scholar] [Crossref]