ASSESMENT OF SALES AND MARKETING INTGERATION PRACTICE; IN THE CASE OF COCA-COLA ETHIOPIA

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. Sales and marketing integration play key role in marketing success. Sales and marketing integration affect the company success or failure so, this sales and marketing integration should implement effectively Having this in mind, the study has been designed to assess sales and marketing integration practices of the coca-cola Ethiopia. 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 of the respondents were carried out by using purposive sampling research method because no other departments were concerned about sales and marketing integration activity and the researcher took all the respondents of marketing staffs as a total population of the study. Coca cola Ethiopia currently practiced a defined level sales and marketing integration which is the two department know who do what ,they know their task very well and usually meet together when there is any campaign or event. However the two teams did not understand each other’s contribution to the organization’s overall aim. Even if sales and marketing staff are working together not as they expected .there are some problem that they face when they work together .theses are lack of cooperation, management attitude, conflict of interest, communication problem, lack of understanding, lack of joint planning and discussion and feedback gathering time.