Marketing strategies and sales: a case study of Century Bottling Company Mbarara Branch
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Date
2009-07
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Publisher
Kampala International University; College of Economics and management
Abstract
The researcher chose this topic because companies face a number of marketing strategies to choose from which impacts heavily on the sales of their products. The way these marketing strategies influence consumer attitudes, creates awareness, persuades potential and existing customers, supports purchase decisions, and creates brand loyalty as major impacts on the sales of the products offered in the market place. It is in this competitive environment that companies seek to apply marketing strategies that can help them to improve and increase on their sales. The topic of the study was to examine the impacts of application of marketing strategies on the sales of Coca cola products at Century Bottling Company Mbarara. The specific objectives of the study were; to assess the effects of advertising on the sales of coca cola products at Century Bottling Company Mbarara, to examine the effects of sales promotion on the sales of Coca cola products at Century Bottling Company Mbarara and to evaluate the relationship between marketing strategies and sales at Century Bottling Company Mbarara. The data was collected from secondary and primary sources. The researcher used questionnaires and interviews as the research instruments. Close ended questions were used to obtain data from a sample size of 10 respondents chosen through simple random sampling. The respondents comprised of employees of Century Bottling Company Mbarara. The data was analyzed usmg percentiles as a statistical method. The information was presented in form of tables. The results obtained show that marketing strategies of advertising, sales promotion and marketing research were very important on influencing sales levels.
Description
A research report submitted to the School of Business and Management in partial fulfillment of the requirements for the Award of a Bachelor’s Degree in Marketing Management of Kampala University
Keywords
Marketing strategies and sales, Century Bottling Company, Mbarara Branch, Uganda