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Addis Ababa University

1. CHALACHEW, ADEGE. ASSESSMENT OF MARKETING STRATEGY PRACTICES IN THE CASE OF ST. GEORGE BREWERY (BGI) .

Degree: 2012, Addis Ababa University

The ultimate goal of any business establishment is to remain in business profitably through production and sales of products or services. Without optimal profit, a business firm cannot survive. One of the core activities in a business company to stay in business is having a well developed marketing strategy. The ultimate success or failure of a company depends on its marketing strategy. So, it should be implemented effectively to achieve the company’s objectives. Having this in mind, the study has been designed to assess the marketing strategy practices of the St. George Brewery factory (BGI) in light of an integrated framework. Both primary and secondary data collection instruments were used to collect data. Closed ended and open ended questionnaires along with interviews were used for the purpose of data collection. The selectionsof the respondents were carried out by using purposive sampling research method because no other departments were concerned about marketing strategies and the researcher took all the respondents of marketing staffs as a total population of the study. The St. George Brewery’s marketing strategy is effectively practiced by its employees and managers because they are committed to work and the smooth communication flow between marketing and other departments are the main important issue for the success of the work. It provides quality products with affordable prices by promoting its products by using high and effective advertising mechanisms with the determination of the buyers' accessibility to the products. Even though the marketing strategies of the company are effectively practiced, there are some problems that the company faced while implementing it. These are; Infrastructure problems, Economic problem, Intensive competition in the market, Shortage of raw materials, Seasonality of consumption, Sociocultural problems and the time and cost of awareness creation for the customers. Advisors/Committee Members: Dr. Salehu Anteneh (advisor).

Subjects/Keywords: Marketing mix; Target marketing; St. George Brewery; Marketing Strate

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

CHALACHEW, A. (2012). ASSESSMENT OF MARKETING STRATEGY PRACTICES IN THE CASE OF ST. GEORGE BREWERY (BGI) . (Thesis). Addis Ababa University. Retrieved from http://etd.aau.edu.et/dspace/handle/123456789/2392

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

CHALACHEW, ADEGE. “ASSESSMENT OF MARKETING STRATEGY PRACTICES IN THE CASE OF ST. GEORGE BREWERY (BGI) .” 2012. Thesis, Addis Ababa University. Accessed January 19, 2020. http://etd.aau.edu.et/dspace/handle/123456789/2392.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

CHALACHEW, ADEGE. “ASSESSMENT OF MARKETING STRATEGY PRACTICES IN THE CASE OF ST. GEORGE BREWERY (BGI) .” 2012. Web. 19 Jan 2020.

Vancouver:

CHALACHEW A. ASSESSMENT OF MARKETING STRATEGY PRACTICES IN THE CASE OF ST. GEORGE BREWERY (BGI) . [Internet] [Thesis]. Addis Ababa University; 2012. [cited 2020 Jan 19]. Available from: http://etd.aau.edu.et/dspace/handle/123456789/2392.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

CHALACHEW A. ASSESSMENT OF MARKETING STRATEGY PRACTICES IN THE CASE OF ST. GEORGE BREWERY (BGI) . [Thesis]. Addis Ababa University; 2012. Available from: http://etd.aau.edu.et/dspace/handle/123456789/2392

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

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