Assessing marketing strategy of Kombolcha textile factory
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Date
2011-04
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Addis Ababa Universty
Abstract
The pU/pose oJ the study was to assess marketing strategy oj Kombolcha textile JactolY in South
Wollo oj Amhara region. in order to relate the findings oJthe study, adequate related liter{lture
and documents were reviewed and the lIIethodology employed was descriptil'e survey \I'ith
quantitative and qualitative data analysis method. A survey was conducted by taking judglllcnwi
samples oj 50 employees oJ the company. The data collected were analyzed by lIIilizing
appropriate statistical methods. The study revealed that, the products brand d1/erel1liates the
company's product to other competitor 's product; it does not introduce additional brands ill the
same categoIY;, it launches products in a new category within a new brand and, products'
packages are well designed. The company uses personal selling and advertisell1el1lto prall/ore irs
products. The company's pricing objectives were current profit maximization. survival alld
qualilV leadership, and the company's main pricing strategy was geographical pricing The
compally has enough ollliets to sell its product, it uses exclusive distribution strategy. and direct
distribution /IIethod II/Ore ji-equel1lly. Finally. the marketing strategy was affected by inremal
environment, micro environment and macro environment. Based on the results, some
recol1lmendations were made: Jemales should be encouraged to participate in the managerial
position, Additional brand should be introduced in the same category, all promotional mixes
should be used, the company should consider publics or marketing intermediaries when it makes
strategy and other commendable recommendations were Jorwarded.
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