ROLE OF MARKETING STRATEGIES ON PERFORMANCE OF COMMERCIAL BANKS IN RWANDA. CASE OF BANK OF KIGALI PLC (2021 – 2023)

Abstract

The broad objective of the study is to assess the role of marketing strategies to the performance of commercial banks in Rwanda. Specific objectives. The specific objectives were to check out the effectiveness of marketing strategies applied in Bank of Kigali PLC and to find out the contribution of marketing strategies to the performance of Bank of Kigali PLC. The results indicate that the respondents confirmed and agree 100% that types of marketing strategies applied by Bank of Kigali PLC are Service delivery/ process strategy, Personal strategy, Distribution strategy, Promotion strategy, Product strategy, pricing strategy and Physical strategy. From 2021 to 2023, during the financial year 2021, 2022 and 2023, each 100Rwf invested in Bank of Kigali PLC assets generated the profit of 3.7Rwf, 4.3 Rwf and 5.8Rwf. This shows that the return on assets had a good trend during the period under study. From 2021 to 2023, for 100Rwf invested in Bank of Kigali PLC by shareholders generated returns of 22.6Rwf in the year 2021 which increased at 27.8 in the year 2022 and also, they increased again in 2023 up to 32.7Rwf. From 2021 to 2023, for Bank of Kigali PLC, the Net profit margin was 0.121in 2021, 0.155 in 2022 and 0.172 in 2023. Based on these findings, it was established that net profit margin generated as compared to the operating expenses incurred was 12.1% in 2021, 15.5% in 2022 and 17.2% in 2023. This indicates that Bank of Kigali PLC generated 12.1Rwf of profit from 100Rwf of sales in 2021, 15.5Rwf of profit from 100 Rwf of sales in 2022 while it generated 17.2Rwf of profit from 100Rwf of sales in 2023. From 2021 to 2023, in Bank of Kigali PLC the current ratio generated as compared to the current liabilities incurred was 54.0% in 2021, 65.8% in 2022 and 67.0% in 2023. The next years, Bank of Kigali PLC has of 2022 the liquid increased to 51.3Rwf means the ability to cover current liabilities increased. Quick ratio increased in 2023, Bank of Kigali PLC has 62.0Rwf respectively of liquid assets available to cover each its current liability and coming debts.