Assessment of marketing mix strategy: a case of Dashen Brewery Share Company

Abstract

The marketing mix is the means by which marketing objectives of the organization will be achieved and comprises of product, price, promotion and place of the marketing activities. This study focused on assessing the marketing mix strategy practices of the Dashen Brewery Share Company. The study used descriptive method of research design. Both p rim a r y and secondary data collection instruments are used to collect data. To collect the data for this study, the target population of the study is the marketing department of the Dashen Brewery Share Company and consumers of the company. The study was taken consumers found in the Gondar town and distributes 352 questionnaires to the consumers of the factory. The response from the consumers shows that the company provides quality products. The quality of the beer is the main reason for the consumers to prefer the Dashen products. In addition to this, participating in the different developmental activities also benefit the company in building good public relation. When the price of Dashen brewery products is increase, many of the consumers reduced their amount of consumption. Finally, the researcher recommended that when price of the product is reduced, the company should consider its impact on the consumers' perception on quality. Key words: marketing mix, product, price, promotion, distribution