Assessment of Factors Affecting Sales Volume: A Case Study of Mesfin Industrial Engineering PLC
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This project paper entitled “Assessment of Factors Affecting Sales Volume: A Case Study of Mesfin industrial engineering PLC” has been formulated by five leading research questions. The objective of this study is to assess the internal and external environmental factors affecting sales volume of Mesfin Industrial Engineering PLC. Taking this view in to account, the internal factors like price, product quality, place, and promotion mix elements, level of inventory of MIE has been discussed. In addition to this, the external environmental factors like natural, economical, technological, political-legal ,and the nature of competition in the market have been assessed &described and also the way these factors are affecting the company has been described. Further more, the sales trend of the company and the type of promotion tools that company employ have been assessed. Finally, based on the findings, some suggestions on how to improve the existing situation have been forwarded. This study was conducted using the case study method in the form of descriptive research. To carry out this study both primary and secondary data have been used. For the theoretical foundation and analysis, the existing literatures were investigated. To collect the primary data from the customers of the company, questionnaire has been employed. In addition to this, an interview was conducted face-to-face and questions were asked according to the interview schedule. It was carried out in the form of discussion with the sales division manager and the general manager of the company. For the purpose of this study both qualitative and quantitative data were obtained. The quantitative data were analyzed using different types of descriptive statistics by applying Microsoft Excel where as qualitative data were analyzed qualitatively .The major findings that the researcher has come up with are poor delivery, no close proximity with suppliers of raw materials, no sales professionals, absence of adequate training to sales persons and higher price. Further more, the company employees advertising as a method of promotion tool where as sales promotion and public relation are not extensively used. Personal selling as a promotional tool is not well used and nothing has been done on this area. The company’s sales volume was fluctuating for the last eight years due to longer lead time, interruption of electric power, lack of order from customers and shortage of raw materials. Based on the findings of this study, the researcher has put valuable recommendations on what the company should do to improve its existing conditions and to play a great role in the metal manufacturing industry.