Assessing marketing strategy of Kombolcha textile factory
| dc.contributor.advisor | Mekonen, Worku (PhD) | |
| dc.contributor.author | Enbiale, Arega | |
| dc.date.accessioned | 2018-06-29T12:32:13Z | |
| dc.date.accessioned | 2023-11-10T12:24:35Z | |
| dc.date.available | 2018-06-29T12:32:13Z | |
| dc.date.available | 2023-11-10T12:24:35Z | |
| dc.date.issued | 2011-04 | |
| dc.description.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. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/12345678/5076 | |
| dc.language.iso | en | en_US |
| dc.publisher | Addis Ababa Universty | en_US |
| dc.subject | Education | en_US |
| dc.title | Assessing marketing strategy of Kombolcha textile factory | en_US |
| dc.type | Thesis | en_US |