Adoption and Impact of Marketing Strategies in Adama Beverages Adamawa State, Northern Nigeria

This Study attempts to evaluate the adoption and impact of Marketing strategies employed in Adama beverages company limited Yola, in Adamawa Northern Nigeria. Adama beverage being one of the biggest beverage company in Northern Nigeria supplies water and beverage and copes with the high and increasing demand of people of Adamawa state and its environs as it is one of the hottest states. The study uses questionnaires as the main instrument in collecting data. Questions were set based on issues relating to customer, competition and the company. A total number of 420 questionnaires were distributed to the staff of Adama beverage, out of which 223 were returned. Simple percentages were used in analyzing the data. The findings revealed that the company tend to adopt a strong marketing strategy of serving their customers better and trying to gain steady market growth. This will help other similar organizations to improve on their customer value and maintain a steady sales growth.