ASSESSEMENT OF MARKETING STRATEGY PRACTICES AT TAMRIN INTERNATIONAL TRADING PLC

Abstract

The ultimate goal of any business establishment is to remain in business profitably through production and sales of products or services. Marketing strategy outlines the strategic directions and tactical plans that help companies achieve overall business objectives including increasing revenue, growing profits, reducing costs. A marketing strategy contains a number of important decisions about product offering, pricing, communications, and distribution channels. The main activity of a business company is to develop a marketing strategy that can help to stay in business. The ultimate success or failure of a company depends on its marketing strategy. Hence, Tamrin International Trading PLC has to implement effective marketing strategy to achieve the company’s objectives. The study was conducted based on the quantitative research technique to investigate the problem. In an effort to address the problem, both primary and secondary data were used. The study mainly focuses on the marketing strategy practices of the company with respect to marketing mixes (product, pricing, promotion, and place (distribution)) strategy that constitute for marketing strategy practices. The selections of the respondents were carried out by using purposive sampling research method. To gather the data 25 questionnaires were distributed to the employees of the organization, from these 24 questionnaires were properly filled. In analyzing the data quantitative data analysis method was used. The company’s marketing strategy is not effectively practiced by its employees, managers and owners because of their inefficient performance, in promoting its product, its low product quality, poor delivery system of the product customers.