Pricing strategy and sales volume: a case study of bidco (u) limited
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Date
2011-06
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Publisher
Kampala International University, College of Economics and Management
Abstract
This study was to establish the effects of pricing strategy on sales volume a
case study of Bidco Uganda limited. Bidco Uganda limited was selected to the
basis of the research study.
The main objective was to establish the effects of pricing strategy on sales
volume, to establish the pricing objectives pursued by Bidco (U) limited, to
establish pricing strategies at Bidco (Ur Limited, to identify factors that
influence pricing strategies at Bidco U Limited, and to establish the effect of
pricing strategies on sales volume at Bidco (U) Limited.
The study revealed that the pricing objectives pursued by Bidco (U) Limited
include pricing for profit, pricing for competitive advantage, pricing for sales
growth and positioning. The pricing strategies pursued by Bidco (U) Limited
include cost-based strategy, competition-based strategy and demand-based
strategy. The factors that influence pricing strategy at Bidco (U) Limited are
identified as cost of operation, buyer purchasing power, government policy,
prices of substitute and marketing mix strategy. It was established that pricing
strategy affects sales volume depending on its impact on buyer's purchasing
power.
Based on the findings the research recommended that Bidco Uganda limited
should closely monitor the following aspects that affect the sales volume;
the marketing mix strategy (i.e. product features, place, and promotion),
customer care to build long term mutually beneficial relationship with
customers, the company should monitor the price of the competing products,
position its brand as the best in the market place through brand promotion,
offer trade discounts and sales discounts for repeat purchase, and employ an
efficient technology to cut operation costs.
Description
Research project submitted to the School of Business and Management, in partial fulfillment of the requirement for the Award of Bachelor's Degree in Marketing Management of Kampala International University
Keywords
Pricing strategy, Sales, Volume, Bidco (u) limited