| Abstract: | The purpose of this study was to assess the marketing mix practices in case of Beker
pharmaceutical. It described how element of marketing mix were practiced in the Beker company
to achieve its goal and satisfy customer requirements. The case study design was employed to
conduct the study by using both qualitative and quantitative research approaches. Selfadministered
questionnaire and interview was used for the purpose of data collection. The
selections of the respondents were carried out by using purposive sampling technique. The
company mostly used country of origin product strategy and product size product strategy use to
less frequently. The company uses market penetration pricing approach for newly imported
product and for existed imported product use cost plus and competitor based pricing approach.
For domestic product the company uses cash discount. The company has enough delivery
resource to distribute the product in Addis Ababa but not for region customer. The company uses
various forms of promotional tools including doctor detailing, sample distribution, promotional
material such as pen, note book, brochure and gift for doctor and pharmacist. The company use
different promotional method to promote for doctors, pharmacist, wholesaler, again. Promoters
use different strategy for OTC product and prescribed product. The main reasons of the
customer to prefer beker pharmaceutical was quality of product and effective promotion. It was
found that Beker faced intensive competition in the market, poor communication between
regional and central promoter and distribution problem and some product is not available in
region. It is recommended that to implement a more structured approach to attain information
about potential customers, competitor’s action and market intelligence within the industry. |
