| Abstract: | The ultimate goal of any business establishment is to remain in business profitably through
production and sales of products or services. Marketing strategy outlines the strategic
directions and tactical plans that help companies achieve overall business objectives including
increasing revenue, growing profits, reducing costs. A marketing strategy contains a number
of important decisions about product offerings, pricing, communications, and distribution
channels. The main activity of a business company 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, Edget Yarn & Sewing Thread Share Company has to implement
effective marketing strategy to achieve the company’s objectives
The study was conducted based on the quantitative research technique to investigate the
problem. In an effort to address the problem, both primary and secondary data were used. The
study mainly focuses on the marketing strategy practices of the company with respect to
marketing mixes (Product, Pricing, Promotion, and Place (distribution)) strategy that
constitute for marketing strategy practices. The selections of the respondents were carried out
by using purposive sampling research method. To gather the data 34 questionnaires were
distributed to the employees of the organization, from these 32 questionnaires were properly
filled. In analyzing the data quantitative data analysis method was used.
The company’s marketing strategy is not effectively practiced by its employees, managers and
owners because of their inefficient performance, in promoting its product, its low product
quality, poor delivery system of the product to customers. |
