ASSESSMENT OF MARKETING STRATEGY: THE CASE OF ADDIS GAS AND PLASTICS FACTORY

Abstract

This research was conducted to assess the marketing strategy of Addis gas and plastic factor. The overall objective of the study was to assess impact of marketing strategy on Addis gas and plastic factory. The research design was descriptive and Qualitative and quantitative methods of analysis were used for data analysis. To conduct this study both primary and secondary data were used. The primary data were collected by questionnaire, interview and field observation, and the secondary data was collected from company documents. In the study, samples of 50 customers were selected out of the 550 customers at Addis Ababa city using purposive sampling method. The finding of the study showed company has identified marketing mix element and target market in marketing strategies price of company's product are affordable and quality of product is accepted by costumers. On other hand the finding of the study showed that; company's product availability and accessibility were not sufficient and promotional activities of company lacks brand promotion. and also Usage of only direct channel for distribution , increasing trend in imported competitive products, high level imported inputs as raw material were cause of various problems faced the factory. Finally, based on the result of study some possible solutions were concluded and recommended to investigate its marketing strategy and to revisit current performance against problems.