ASSESSMENT OF MARKETING STRATEGY PRACTICES IN MESFIN INDUSTRAL ENGINERING PLC

Abstract

The aim of this study was to assess the marketing strategy practice in mesfin industrial engineering. It described how the marketing strategies were practiced in the company to achieve its goals aligned with marketing mix to satisfy customer requirements. The research was carried out through the use of descriptive study design customers by using both qualitative and quantitative approaches. Both primary and secondary data collection instruments were used to collect data. Closed ended questionnaire survey along with interview was used for the purpose of data collection. The selections of the respondents were carried out by using purposive sampling technique. The researcher took all the respondents of customers of Mie as a total population of the study. Out of these, 126 respondents were considered. The findings show that the company has identified its marketing mix element and target market in the marketing strategies. The price of the companyproducts are affordable and easily understandable by customers. The productquality are accepting by the customers’. The company product availability and accessible were not sufficient. The company only use direct channel for distribution. Promotions activities of the company suffer from lack of brand promotion and other promotional mix.In addition there are some major problems that the company faced while implementing it.Including: ineffective distribution system, insufficient promotional activity. Based on these, it is recommended that Mie should investigate its marketing strategy and revisit its current performance against the problem.