Abstract:
The primary objective of this study was to examine the impact of product, price,
promotion, place, and people strategies on the sales performance of AWSCs in the West
Shewa Zone, Oromia region, Ethiopia. A descriptive and multiple linear regression
model was adopted by employing the data collected through a quantitative approach. The
collection of primary data was facilitated through the administration of questionnaires,
while the collection of secondary data was obtained from pertinent documents. The
collected data was edited, coded, and analyzed using IBM SPSS software version 27.
Quantitative data was presented using descriptive statistics, which included measures
such as the mean, standard deviation, and frequency. Additionally, valid and cumulative
percentages were included in the presentation of the data. The study utilized correlation
and multiple linear regression analysis methods to evaluate the correlation and estimate
the impact of independent variables on sales performance. The regression result
indicated that there is a strong positive relationship between the place strategies and
sales performance of the AWSCS (β = 0.373, p< 0.01). Therefore, it is imperative for the
AWSCS to proceed with its current product strategy in relation to its competitors. The
process of strengthening the current distribution strategy facilitates the customization of
solutions to cater to the specific needs and preferences of individual buyers within the
designated distribution regions.
In contrast, the product (β= -0.50, p< 0.01), pricing strategies (β= -0.23, p< 0.05), and
promotion strategies (β= -0.237, p< 0.05) indicated a negative impact on the sales
performance of Awash Wine Share Company. Given the above econometric result, new
promotional and pricing strategies and product strategies with other effective marketing
strategies are also recommended, as solely relying on current promotions and product
strategies hinders optimal sales performance.
As a result, the research underscores the need for executing new promotion strategies
and choosing suitable product strategies, followed by effective pricing strategies, to
reverse the negative association between these three strategies. Hence, AWSCs should
carefully reconsider their current promotion strategy, price, and product strategies to
maximize sales performance. To implement the aforementioned recommendations, the
organization must engage in a collaborative endeavor with its final distributors to reform
its current marketing strategies, thereby improving its sales performance. Moreover,
future research should investigate how marketing strategies impact sales performance by
considering tie-on series of sales trends using longitudinal research
