ASSESSMENT OF THE MARKETING STRATEGY PRACTICES OF AMBO MINERAL WATER MANUFACTURING INDUSTRY

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. One of the core activities in a business company to stay in business is having a well developed marketing strategy. The ultimate success or failure of a company depends on its marketing strategy. So, it should be implemented effectively to achieve the company’s objectives. The respondents of this study were all the employees of the company working in the marketing division. These employee respondents were selected because it is they who actually involved in the marketing strategy implementation. Data were collected through questionnaire (employees) and interview (marketing manager). Data were analyzed using descriptive statistics techniques, namely, frequency distribution and percentages. The researcher took all the respondents of marketing staff as a total population of the study. The results indicated that the company has faced problems in implementing the marketing strategies related to infrastructure problems, economic problem, shortage of raw material, seasonality of consumption