Assessement of Marketing Strategy Practices in the Case of Moha Soft Drink Industry
Year: 2025
Type: article
Abstract: In the present-day business environment that is characterized by the increased competition among local and international companies, the emergence of more demanding customers and great technological advancement has resulted more complex the business. Thus, Marketing strategy outlines the strategic directions and tactical plans that help industries achieve overall business objectives including increasing revenue, growing profits, reducing costs. The main activity of a business industry is to develop a marketing strategy that can help to stay in business. The ultimate success or failure of a company depends on its marketing strategy. Hence, MOHA soft drink industry has to implement effective marketing strategy to achieve the industry’s objectives. The study was concluded based on the qualitative and Quantitative research technique to investigate the problem. In an effort to address the problem, both primary and secondary data were used. Closed ended and open-ended questionnaires along with interviews were used for the purpose of data collection. The study mainly focuses on marketing strategy practices of the industry with respect to marketing mix (product, price. Promotion and place) strategy that constitute for marketing strategy practices. The selection of respondents was 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 department staffs as a total population of the study. To gather the data 100 questionnaires were distributed to the employees of the industry, from 100 questionnaires were 82 were properly filled and returned. In analyzing the data quantitative data analysis method was used. The industry’s marketing strategy is effectively practiced by the employees, and managers because they are committed to work and the smooth communication flow between marketing and other departments are the main important issue for the success of the industry. Even though, the marketing strategies of the industry are effectively practiced, there are some limitation that the industry faced while implementing it. These are, intensive competition in the market, shortage of raw material, the time and cost of awareness creation for the customers.
DOI: 10.20372/nadre:19012
Author: KURABACHEW GETNET
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7082646904
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