ASSESSMENT OF MARKETING MIX PRACTICE: IN THE CASE OF BEKER PHARMACUTICAL COMPANY

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.