Assessment of Marketing Mix Strategies of the Hawassa Millennium Pepsi-Cola Plant

Busheto Belayneh

doi:10.7176/jmcr/52-01

Abstract

The study deals with assessment of marketing mix of the MOHA soft drinks industry share company in Hawassa millennium Pepsi-Cola plant. Both primary and secondary data have been employed. Primary data obtained through interview and questionnaires, distributed to marketing managers and employees/staffs/ of the marketing department. The findings showed that the factory provides five types of products namely Pepsi Cola, Mirinda Orange, 7-Up, Mirinda Tonic, and Mirinda Apple. The plant has no any written pricing policy as a result the prices of the products are depends on different factors like; transportation charges, Competitors’ costs, Economic factors, Gross profit costs, Overhead costs, Net profit, direct costs. The findings also shows that Hawassa millennium Pepsi-cola plant promotes its products by means of erecting artistic notice board in towns, at main public squares, sight-catching places, major outlets and inlets, public service stations and on vehicles and contributing to popular events by means of sponsoring various exhibitions etc. The recommendation made was to alleviate the problems in the distribution of the products (to fill the gap between the imbalances of demand and supply requirements), the factory must choose distributors that reach its customers most effectively and other intermediaries that add value to the distributive process. The factory has to do more to expand its local market coverage and increase its market share by selling the products even in rural areas. Keywords: Marketing, Mix Strategy, Hawasa Millenium, Pepsi-Coca Plant DOI : 10.7176/JMCR/52-01

Highlights

With the growing competition in the domestic and international markets, more demanding and assertive customers, rapid advancement in technology, and changing government policies and laws, the marketing environment has changed dramatically and is becoming more turbulent
The purpose of the study was to assess and evaluate the marketing mix strategy of the Hawassa Millennium Pepsi-cola Plant and to identify whether it was aligned with the target market to satisfy customer requirement
This chapter contains brief description of MOHA soft drinks industry share company Hawassa millennium plant and its marketing mix strategy namely: Product, price, promotion and place strategy that constitutes for marketing mix strategy applications

Summary

Introduction

With the growing competition in the domestic and international markets, more demanding and assertive customers, rapid advancement in technology, and changing government policies and laws, the marketing environment has changed dramatically and is becoming more turbulent. To survive and continue to grow in competitive and dynamic environment, every business organization tries to develop a set of controllable forces (marketing mix) which it uses as an adopting strategy (Inyanga, 1998). The organization in question, MOHA soft drinks industry Share Company is a domestic beverage industry. It was acquired from Ethiopian privatization agency and established on May 15,1996 with a paid up capital of Ethiopian birr 108,654000.The operational units include Nifas Silk plant, Tekle Haimanot plant, Summit plant, Gondor plant, Dessie plant, Bure plant and Hawassa plant. MOHA soft drinks industry Share Company is committed to producing safe, legal and quality beverage products and services that continue to satisfy the growing needs and requirements of customers and interested parties. The purpose of the study was to assess and evaluate the marketing mix strategy of the Hawassa Millennium Pepsi-cola Plant and to identify whether it was aligned with the target market to satisfy customer requirement

Objectives

Methods

Results

Conclusion