Assessment of the Perceived Effectiveness of Marketing Mix Strategies Pursued by Dashen Brewery

Abstract

The main objective of this study is to assess the effectiveness of the marketing mix strategies Dashen Brewery has pursued to market its product in different parts of the country and judge effectiveness of the strategies in meeting the organization’s marketing objectives. Using cross sectional survey study design the study will attempt to answer basic research questions by collecting data mainly through interview and questionnaire from a total sample of 118 research participants. Data regarding marketing mix effectiveness collected both from internal sources – company employees and external sources mainly customers and competitors. Then the data will go through three series steps of analysis. First internally sourced data collected on firm’s promotion activities calculated and average point computed. Second external data collected from customers and competitors regarding the quality of offer and delivery (product, price and place) similarly analyzed using mean, standard deviation.. Then the firm’s communication effectiveness and effectiveness of the quality of offer and delivery judged or measured based on the average mean value and its significance based on Chi-square statistics. The results show that the perceived effectiveness of marketing mix strategies are found moderate or average. Moreover, the study found positive moderate relationship between marketing mix activities and location. Location focused promotion activities and distribution need more attention than product quality and price.