Browsing by Author "Silesh Eniyew"

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    The Assessment of Marketing Mix Strategy on Business Performance: The Case of Moha Soft Drink S.C Teklehaymanot Plant
    (A.A.U, 2024-06-03) Silesh Eniyew; Tewodros Wuhib(PhD)
    In the case of the MOHA soft drink S.C. Teklehaymanot branch, the study attempted to determine the assessment of marketing mix strategies on organization performance. To explain the relationship between the company's business performance and its marketing mix strategies, the researcher used descriptive research designs. By using a stratified sampling technique to each stratum, the sample size of 170 (one hundred seventy) employees was selected. A total of 170 copies of the questionnaires were produced by the researcher and sent to the six target departments of MOHA soft drink S.C. Teklehaymanot Branch: marketing, sales, production, finance, human resources, and other departments. Of these, 152 were returned, resulting in an appropriate response rate of 89.41% for analysis, conclusion, and recommendation. For a variety of reasons, 18 questionnaires have no response. The data sources combine both primary (structured questionnaires) and secondary data (HR record and internet). An organized, closedended questionnaire with a five-point Likert scale is used to collect the information. The data was analyzed using SPSS Version 22, and the results were presented in the form of tables and figures. In order to obtain insight into how respondents' characteristics might affect the study's conclusions, the researchers gathered demographic data from them and examined it. The research's reliability analysis revealed very good internal consistency for the set of items used in the questionnaire. The grand Cornbrash’s alpha coefficient result shows that result of 0.928. Based on the conclusions of this research, the 4Ps marketing strategies possess significant effects on the organization's business performance, while from all marketing mix strategies price, and promotion strategy have a large impact.