Marketing Management

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Assessment Of Impact Of Marketing Strategy On Market Performance The Case Of St. George Beer Factory
(Addis Ababa University, 2018-05-02) Abebe, Andnet; Belayneh, Temesgen (PhD)
This research was conduct on the impact of marketing strategy on market performance: The Case of St. George Beer Factory. The main objective of the research is to assessing the impact of Marketing strategy namely product strategy, price strategy, promotional strategy and distribution strategy on Market Performance of the factory. In order to relate the findings of the study, adequate review of related literature and documents and the methodology employed was descriptive survey with quantitative data analysis method. A survey was conducted by taking judgmental samples of 50 employees of the factory. Data analysis was done by using frequency, percentage and descriptive statistics, summarize, conclude and recommend the kindling based on the point of the questioner answer of the respondent. The finding of the study revealed that the product the factory offer to the market differentiate from the competitor’s products and the beer is perceived by customers as a product that has average value in terms of the price paid for it and the company is promoting its products using different promotional activities such as personal selling, price discount, media advertising and billboard.