The Effect Of Mrketing Mix Strategy On Organizational Profitablity In Dasen Brewery S.C

Abstract

This research paper investigates the effect of marketing mix strategy on organizational profitability in Dashen Brewery Share Company. The survey research design called descriptive and explanatory method was used in this study, which involves using 33- closed ended questionnaire in collecting data from sixty-six (66) respondents. Correlation coefficient and multiple regression analysis were used to analyze the data with the aid of statistical package for social sciences (SPSS) version 20. The results show that the independent variables (i.e Product, Price, Promotion and Place) were significant joint predictors of business performance in term of profitability (F (4, 40) = 41.449; R2 = 0.806; P<.05). The independent variables jointly explained 80.6% of variance in profitability. Subsequently, recommendation were made to Dshen Brewery Share Company. Produce continually embrace product development strategy as this strategy provided a framework for creating new products or improving the profitability, cost or quality of existing products. On Pricing Strategy, Dashen brewery should continually adopt pricing strategies (market penetration pricing, premium pricing, price skimming and economy pricing) as these tactics were found to have a positive impact on profitability. Although a successful pricing strategy can increase revenue and profitability, careful planning is also essential to minimize the risk of costly mistakes related each specific strategy. On Promotion Strategy Dashen Breweries must continually embrace promotion strategies. This is based on the evidence that Promotional and marketing strategies helped the company utilize the skills of its employees and stakeholders especially in developing creative approaches to sales and customer service. Promotional and marketing mix strategies are also important for guiding the business into the development of financial goals. Dashen Brewers should find a strategic market location; the location site must be convenient to the customer. The location must also be easily accessible and should provide the customer with a feeling of safety upon their arrival and exit.