ASSESSMENT OFMARKETING PRACTICE AND COMPETITIVENESS IN CASE OF ST.GEORGE BREWERY (PLC).

Abstract

Among the core activities in Business Company to stay competent in the market is having a well-developed marketing strategy. The crucial success or failure of a company depends on its marketing strategy. Hence, this study focused on assessing the marketing practice and competitiveness of St. George brewery (plc.), in Addis Ababa. The study followed both quantitative and qualitative research approach and used descriptive research design. Both primary (involving questionnaires and interview) and secondary data collection instruments were used to collect data. The target populations of the study were the marketing department staff of St. George Brewery in Addis Ababa and consumers of the company’s products in Addis Ababa. Accordingly, 60 respondents from the marketing departments were selected using availability and purposive sampling technique, while 150 consumers of St. George brewery were sampled using Convenience sampling technique. Data analyses were made using descriptive statistical tools such as frequency, percentages, mean and standard deviations. Accordingly, the finding shows: St. George Brewery has been exploiting all the 4Ps of marketing mix elements to achieve its target mission. With regard to product mix strategy St. George was providing quality products its customers. By providing a quality product, the company is able to sustain its competitive advantage in the brewery industry. In terms of the pricing strategy St. George Brewery set the fair/affordable; however, most consumer respondents were not comfortable with the current pricing system of the company. The distribution system of the company is brilliant and determines the product's marketing presence and the buyers' accessibility to the product. The selling processes of the products are mainly through intermediaries. Concerning to promotional tools, the company promotional tools are advertising, personal selling, and public relation. The best way of advertising means of the company is media advertisement. This media advertisement includes TV, Radio and newspapers. Even though St. George Brewery has been exploiting all the 4Ps, it has a lot of problems in implementing the best marketing strategy. With regard to the marketing competitiveness of St. George brewery, the company has reputation in product and service quality, have developed strong marketing ability. Taking in to consideration the above results, it is recommended that: All the marketing mix strategies has to be integrated, ST. George brewery to redesign the leveling and packaging of the product, Marketing researches should be conducted regularly to find out the actual condition of the beer market, ST. George brewery need to produce alcohol free breweries with its brand in order to get all possible customers. St. George ought to foster the expansion of its indirect distribution channels by provides discounts and appropriate credit term. In addition, St. George brewery products need to be available in off-trade areas and better to use various promotional tools i.e. event sponsorship, corporate social responsibility and advertisement. Furthermore, each of the company's promotion strategies has to be ethical, motivating and always kept in line with the moral and values of the society. The company needs to establish well organized customer complaint handling department and enlarge its level of responses with regard to consumers and retailer’s objection. Finally, the company should constantly alter the sub elements of each marketing mix to successfully compete with its competitors and offer the greatest value to its customers