BUILDING MATERIALSSALES STRATEGY AND CHALLENGES IN ADDIS ABABA: THE CASE OF L AND H BUILDING MATERIALS PLC

Abstract

This study is conducted with an objective to examine the sales strategy and challenges of L and H Building Materials plc. It uses (Adaptive selling strategy, Customer oriented selling strategy, Relational selling strategy and sales person’s characteristics) as a dimension of sales strategy. It also identified the main external challenges from the dimension of (legal factor, economic factor, social factor, technological factor) and the study also measured the sales performance from the dimension of (customer loyalty, acquisition of new customers, achieving the desired market Share and achieving the desired growth)This study is conducted by using both descriptive and explanatory research designs .96 employees of the company were participated in the study by providing their responses through questionnaire &interview. The data collected with questionnaire was analyzed by using both descriptive and explanatory analysis methods. Frequencies, percentiles, mean and standard deviation were used as descriptive methods, multiple linear regression and Pearson correlation analysis methods were used to answer research questions. For the qualitative part an interview was conducted with the sales manager of the company. The findings emphasize the role of developing effective selling strategies to improve sales performance. Thus, recognizing these factors and the rate of their influence will enable the top managers of companies to use effective and suitable strategies for preserving and retaining customers.