The Assessment Of Marketing Strategy Practice: The Case Of Ambo Mineral Water Manufacturing Industries District Oromia Regional National State, Ethiopia

Abstract

The main objective of this study was to assess the marketing strategy practices of Ambo Mineral Water Manufacturing Industries and thereby to suggest alternative solutions to the problem. To this end, longitudinal and cross-sectional approaches are research design. A descriptive survey of quantitative and qualitative research Approach was employed. The subjects of the study included 64 purposively selected marketing and sales department employees and 3 managers of the company. The data were gathered through questionnaires, interview and document analysis. Finally, data were analyzed using statistical tools such as figure and percentages. The result of the study revealed that individual customers are the target consumers of the Company’s product. Accordingly, the basis of the company’s market segmentation is the geographic location. Besides, the company uses all the 4P’s marketing mix elements for the purpose of marketing strategy. The finding also showed that the branding, labeling, handling, and packaging attractiveness level of the product is very feasible. Moreover, the finding showed that price of the product is affordable by consumers. The price of the company’s product depends up on transportation charge, competitors’ costs, economic factors, gross profits costs, and net profits. Indirect channels through intermediaries are the best-selling mechanism of the company. The finding also showed the company’s marketing strategy focused on delivering quality products and implementing an efficient distribution network. The communication between marketing and other staff of the company is strong. The company’s effective promotional tools were advertising through media communication. The company’s product availability and accessibility in the market is less. Finally, the study revealed that shortage of research, economic problem, intensive competition, seasonality and shortage of supplies were some of the problems the company has faced in implementing the marketing strategies well. Finally, it was recommended that currently the company should work more to fill the gap between the imbalances of demand to supply requirements. Moreover, the company should constantly alter the sub-elements of each marketing mix to successfully compete with its competitors. Lastly, the company has to support each marketing strategies and activities with research