ASSESSMENT OF MARKETING STRATEGY PRACTICES IN NYALA MOTORS S.C.: FROM THE COMPANY PERSPECTIVE

Abstract

The aim of this study was to assess the marketing strategy practices of Nyala Motors S.C.: from the company perspective. It described how the marketing strategies were practiced in the company to achieve its goals aligned with target market, segmentation, positioning and the marketing mix to satisfy customer requirements. The current marketing strategies create problems on objective of the company. Data were analyzed using descriptive analysis. Both primary and secondary data collection instruments were used to collect data. The selections of the respondents were carried out by using census sampling technique. The major findings of this study are; the company’s product strategy are not supportive to the objectives of the company, company’s pricing strategy shows that the company set higher price, from promotional tools only personnel selling are the company’s best promotional strategy practices., the company does not have designed strategy to win the intense competition and overtake the largest market share from its competitors, the company used selective distribution strategy and un-differentiated segmentation strategy, the marketing strategy is not well structured and formulated,. On the basis of the findings of the study it concluded that the company have poor product strategy in achieving company goal, from the other marketing mix price is the major factor that influence the overall marketing strategy of the company, Promotional tools and distribution intensity relatively support the current marketing strategy of the company, the overall marketing strategy no designed properly to achieve the objective of the company. The study recommended that products should be more differentiated, prices should be slightly adjusted downwards or import those cars highly differentiated than rivals, more distribution centers should be opened. In terms of the promotion strategy, the company should focus on advertising; sales promotion and public relations in luring customers and creating brand awareness. To achieve the defined goals, the company should consider formulating marketing strategy by diagnosing the internal and external market environment thoroughly. Generally the marketing mixes should need adjustment.