ASSESSMENT OFMARKETING STRATEGY PRACTICE IN THE CASE OF ST. GEORGE BREWERY FACTORY

Abstract

One of the core activities in Business Company to stay in a business is having a well developed marketing strategy. The crucial success or failure of a company depends on its marketing strategy. Having this in mind, this study has been conducted to assess the marketing strategy practices of St. George Brewery Factory. It assessed how the marketing strategies were practiced in the company to achieve its goals aligned with segmentation, target market, positioning and the marketing mix elements to satisfy customer requirements. The study is a descriptive type of research employed by using both qualitative and quantitative approaches. Both primary and secondary data collection instruments were used to collect data. The primary data was collected through open and closed ended questionnaire. Considering the size of the population is small the selections of the respondents was carried out by using census. The finding show that the company used all the 4ps of marketing mix element in the marketing strategies and provides quality products with affordable prices by promoting its products by using high and effective advertising mechanisms. The product availability and accessibility are at admirable with the practices of both direct and indirect distribution channel. On the other hand, the company has identified its target customers and the company’s market segmentation practice is geographical location. Communication effectiveness between marketing department and other departments is very good. Even though the marketing strategies of the company are effectively practiced, there are some problems that the company faced while implementing it. these are; infrastructure problems, economic problem, intensive competition in the market, shortage of raw materials, seasonality of consumption, socio cultural problems and the time and cost of awareness creation for the customers. Finally, the researcher suggests that the Company better develop a long-range view and try to implement a more structured approach to attain information about potential customers, competitor’s action and market intelligence within the industry.