Department of Economics

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Browsing Department of Economics by Author "Kweye Emmanuel"

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    Product Marketing On Organization’s Performance Uganda. A Case Study On Ntake Bakery In Mbale City
    (Busitema University, 2024) Kweye Emmanuel
    The study examined the “Influence of product marketing on organization's performance a case study of NTAKE BAKERY located in industrial division of Mbale city in Uganda” the objectives of the study were; To identify the different marketing strategies practiced by Ntake bakery ltd in Mbale city, To examine the performance indicators of Ntake bakery ltd in Mbale city and To find out the relationship between marketing strategies and performance of Ntake bakery ltd. The study adopted cross sectional research design and both questionnaires and interview where used to collect data The study showed the effective marketing strategies used by Ntake bakery such as Promotional strategy a vital component of marketing strategies for the bakery, Product as a strategy refers to the process of promoting a specific product or range of products to attract and retain customers, Place as a strategy in the context of marketing, refers to the geographical location or physical environment where the bakery operates. The performance indicators of Ntake bakery were sales growth, profitability and market growth. Marketing strategies were essential for Ntake bakery company to thrive in a competitive market. By implementing effective marketing techniques, a bakery attracted and retained customers, differentiated itself from competitors, and achieved sustainable growth. Therefore, the influence of marketing on performance of the organization is evident, and that as far as this study is concerned promotion as a marketing strategy had the highest impact on the organization’s performance leading to high sales growth, market share and profitability. Ntake bakery Company Mbale should as a matter of urgency embark on more aggressive product marketing strategies so as to drive its products and services to the target market and to further improve the firm’s level of profit. Ntake bakery Company Mbale should invest more in promotional activities to create awareness of its products and services and enable the products sell in the market so as to increase the sales volume of the company