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influence of marketing strategy elements on market share of brewing companies

Goal: The goal of the study is to identify the influence of marketing strategy elements on market share.

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Theophile Byukusenge
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Competition among firms is getting harder day-today due to many organizational and environmental reasons such as globalization, increasing global and domestic competition, and new technologies. Over the years, more attention has been paid to market share than any other marketing variable. That interest result from a long history of research that shows that higher share leads to higher profits. Different researches have been made but they didn't go into deep to determine the real marketing strategy elements on market share for each and every sector. The general objective of this study was to establish the influence of marketing strategy elements on market share of brewing companies in Rwanda. The researcher focused on four different Marketing strategies such as product, price, place and promotion strategy. The target population was 3 main Brewing companies in Rwanda and this study adopted purposive and simple random sampling methods to select 35 potential respondents. It was descriptive research where the researcher described phenomena as they existed. Both primary and secondary data have been used. The quantitative data were collected by using self-administered questionnaires and documentary technique has been used for qualitative data collection. Statistical techniques have been used to summarize the information and SPSS were applied to analyze data. The results obtained concluded that the sub-elements of marketing strategy such as product quality, product specification and product packaging (under product strategy) were been accepted as significant elements to increase market share; product pricing, period of payment and discounts offer under pricing strategy were confirmed that they had an influence to the increase of market share; attendance in trade fair, practicing road shows, practicing sales promotions and advertising on Radios, TVs, newspapers under promotion strategy have been approved to have an influence to the increase of market share; under place strategies, having safety stock, on-time delivery and placing of the storeroom were confirmed that they are significant on increase of market share. Finally, the recommendations have been given, and the areas for further researches had been identified.
Theophile Byukusenge
added a project goal
The goal of the study is to identify the influence of marketing strategy elements on market share.