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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/3341

Title: ASSESSMENT OF MARKETING STRATEGY PRACTICES IN THE CASE OF ST. GEORGE BREWERY (BGI)
Authors: CHALACHEW, ADEGE
Advisors: Dr. Salehu Anteneh
Keywords: Marketing mix, Target marketing, St. George Brewery, Marketing Strate
Copyright: Jun-2010
Date Added: 12-Jul-2012
Publisher: AAU
Abstract: The ultimate goal of any business establishment is to remain in business profitably through production and sales of products or services. Without optimal profit, a business firm cannot survive. One of the core activities in a business company to stay in business is having a well developed marketing strategy. The ultimate success or failure of a company depends on its marketing strategy. So, it should be implemented effectively to achieve the company’s objectives. Having this in mind, the study has been designed to assess the marketing strategy practices of the St. George Brewery factory (BGI) in light of an integrated framework. Both primary and secondary data collection instruments were used to collect data. Closed ended and open ended questionnaires along with interviews were used for the purpose of data collection. The selectionsof the respondents were carried out by using purposive sampling research method because no other departments were concerned about marketing strategies and the researcher took all the respondents of marketing staffs as a total population of the study. The St. George Brewery’s marketing strategy is effectively practiced by its employees and managers because they are committed to work and the smooth communication flow between marketing and other departments are the main important issue for the success of the work. It provides quality products with affordable prices by promoting its products by using high and effective advertising mechanisms with the determination of the buyers' accessibility to the products. Even though the marketing strategies of the company are effectively practiced, there are some problems that the company faced while implementing it. These are; Infrastructure problems, Economic problem, Intensive competition in the market, Shortage of raw materials, Seasonality of consumption, Sociocultural problems and the time and cost of awareness creation for the customers.
Description: A RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTERS IN BUSINESS ADMISNTRATION (MBA)
URI: http://hdl.handle.net/123456789/3341
Appears in:Thesis - Business Adminstration

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