The Influence of Marketing Factors on the Marketing Strategic Planning in SNOWA Corporation

Abstract

The purpose of this research is to evaluate the influence of marketing factors of SNOWA Corporation on its marketing strategic planning. The present study is an applied research using a descriptive-analytic method. The statistical sample of this research includes 300 personnel of SNOWA Corporation. Data were collected applying a standard questionnaire on a five-point Likert scale. CVR and CVI indices were used to evaluate the content validity of the questionnaire, and a Cronbach's Alpha Test was applied to assess its reliability. SPSS Software (factor analysis) and Amos Software (structural equation modelling) were applied to analyse the collected data. The study will help managers accomplish market opportunities efficiently while formulating corporation strategies. Findings further reveal that consideration of marketing factors can give managers valuable information that, if applied correctly, can effectively guarantee corporation's success.