Product Positioning and Business Success; A case study of Mukwano Group of Companies.
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Date
2014-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Kampala International University, College of Economics and Management Sciences .
Abstract
The purpose of the study was to establish the relationship between product positioning and
business success at Mukwano group of companies. It was based on four research objectives.
Establishing the product positioning strategies used by Mukwano group of companies,
Examining the extent of business success at Mukwano group of companies; Establish other
factors affecting business success at Mukwano group of companies and assessing the relationship
between product positioning and business success in Mukwano group of companies. The study
employed correlation des igns based on both qualitative and quantitative research approaches.
The study also employed a sample population of I 00 respondents who were employees of
Mukwano group companies, this were interfaced with the use of a research questionnaire. The
findings were that Mukwano group of companies employ positioning strategies with the majority
accounting for User product positioning (30%), Positioning by price and quality 15%
respondents, Positioning by class had 12%, Using product characteristics I I% of the respondents
and Cultural symbols positioning was recorded with I 0% .. It was found that Business at
Mukwano group of companies is successful according to 65% of the respondents while 35%
disagreed with 34% argued that business success is very high. Business success would be
increased according to respondents through 50% of respondents who argued that there is need to
intensify marketing while 21 % argued for improving product quality, 19% contend that branding
need to be improved and I 0% were for Provision of necessary internal infrastructure. Capital for
continuous funding cited as having majority agreement 3 1 %, 24% argued for a favorable
political environment, highly skilled human resource had 17% of respondents, improved
technology had 15 while 13% was recorded for weak competition. Mukwano group of
companies provided that 63% of the respondent agreed that positioning contributes to business
success in Mukwano group of companies. This is through informing customers on available
goods with 37% agreement, out pacing competition had 23% responses; customer quality
provision had 22% while differentiation of products had 18% .The study identifies an average
business success, a minimal positioning of products, therefore recommend that healthy
competition be encouraged among the team members at Mukwano group of companies, the need
for customer satisfaction, Product d ifferentiation, Separating the overall product focus measure
into its two-dimens ional components permits, technological adoption, tailoring a product or its
marketing so that it stands out from the competition and people want to buy it, attempt to find
their own path of progress by relying on strategies which allow them to access new markets and
adopting effective brand Positioning is contingent upon identifying and communicating a brand's
uniqueness, differentiation and verifiable value. The researcher recommended other areas of
furher study as branding and business success, Product differentiation and business success and
Product quality and business success.
Description
A research report submitted to the College of Economics and Management as a Partial Requirement for the A Ward of the Degree of Bachelors of Business Administration-Marketing of Kampala International University.
Keywords
Business Success, Product Positioning, Mukwano Group of Companies.