ASSESSMENT OF STRATEGIC MARKETING PRACTICES AND CHALENGESIN THE CASE OF ST.GEORGE (BGI) REWERY S.C.

Abstract

This study focused on assessing the marketing mix practices and challenges in the case St. George Brewery Company. To achieve the research objectives, both primary and secondary data collection instruments were used to collect data. Closed ended and open ended questionnaires along with interviews were used for the purpose of data collection. The selections of the respondents were carried out by using purposive sampling research method because no other departments were concerned about marketing strategies and the researcher took all the respondents of marketing staffs as a total population of the study. The St. George Brewery’s marketing strategy is effectively practiced by its employees and managers because they are committed to work and the smooth communication flow between marketing and other departments. It provides quality products with affordable prices by promoting its products by using high and effective advertising mechanisms with the determination of the buyers' accessibility to the products. Even though the marketing strategies of the company are effectively practiced, there are some challenges that the company faced while implementing it. These are; Infrastructure problems, Economic problem, Intensive competition in the market, Shortage of raw materials, Seasonality of consumption, Sociocultural problems and the time and cost of awareness creation for the customers. In the research, the assessment focused on the marketing strategy practices within the St. George Brewery (BGI). Looking ahead, it is recommended to broaden the scope to encompass the overall marketing strategy involving the organization, customers, intermediaries, and government regulations within the brewery industry. Additionally, conducting a survey on marketing strategy practices across Ethiopia's brewery sector is advised for future research endeavors.