Product Marketing On Organization’s Performance Uganda. A Case Study On Ntake Bakery In Mbale City
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Date
2024
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Busitema University
Abstract
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
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Citation
Kweye, E. (2024). Product Marketing On Organization’s Performance Uganda. A Case Study On Ntake Bakery In Mbale City [Research Report]. Busitema University.