ASSESSMENT OF MARKETING STRATEGY PRACTICES OF EAST AFRICA BOTTLING SHARE COMPANY (EABSC)

Abstract

One of the core activity in profit oriented Company to stay in a business is having a well-developed marketing strategy. The success or failure of a company depends on its marketing strategy. Having this in mind, this study has been designed to assess the marketing strategy practices of East Africa Bottling Share Company (EABSC). The main objective of the study was to assess the marketing strategy of EABSC. The research was carried out through the use of case study design employed by using both qualitative and quantitative approaches. Both primary and secondary data collection instruments were used to collect data. Open ended questionnaire survey along with interview was used for the purpose of data collection. The selections of the respondents were carried out by using purposive sampling technique because it is believed that marketing department staffs have more exposure about the marketing activities of the company than other departments and the researcher took all the respondents of marketing staffs as a total population of the study. The findings show that the company has identified its target market and uses all the 4ps of marketing mix element in the marketing strategies. The price of the company’s products and services are affordable And its products and services availability and accessibility are good with the practices of both direct and indirect channel distribution strategy. On the other hand, the company’s communication effectiveness between marketing department and other departments were not effective. Ineffective communication and lack of coordination were found to be affecting the implementation of the strategy. Based on these, it is recommended that EABSC should investigate its marketing strategy and revisit its current performance against the problem. .