Assessment of Marketing Strategy Practices in the Case of St. George Brewery (BGI)
No Thumbnail Available
Date
2010-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
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 selections
Description
Keywords
Marketing Strategy Practices