Marketing Strategies and Sales Performance of Private Firms in Uganda: A Case Study of Tororo Cement Limited

Abstract

The purpose of this study is to investigate the effects of Marketing Strategies on and sales performance a case of Tororo Cement Company limited. The objectives of the study, included Production strategy, pricing strategy, promotion strategy and place strategy and how they affect sales performance. A total of 70 respondents filled fully and returned questionnaires and 05 respondents were interviewed .The research design adopted was descriptive design. Simple Random, sampling techniques were used to select respondents. Questionnaire and interview guide were used to collect data. Descriptive and inferential statistics were used to analyze data and findings presented in tables and figures. The findings revealed there was a strong positive relationship between marketing strategy and sales performance. On individual variables, product development strategy had a negative but significant relationship with sales performance and was the least contributor to sales performance .Price strategy had a positive and significant relationship with sales performance and was the largest contributor to sales performance .Place had a positive and significant relationship with sales performance and the second largest contributor to sales performance while promotion strategy had also a positive and significant relationship with sales performance and was the third largest contributor to sales performance .The study recommends that the management of Tororo cement company to put more emphasis on high quality product strategy, enhance physical product research, and improve on branding to improve on customer . However the firm may maintain its packaging and perceived quality to enhance product use and brand image.. The use of pricing strategy increased sales volume, use of penetration pricing influences customer purchase and value-based pricing has a positive impact on profitability. The management of Tororo to put more efforts in low pricing penetration pricing and product based value pricing to attract more buyers. Findings further that revealed place influenced sales performance. the study recommends that the management may have to put more emphasis on geographical locations, counter the competitors do selective distribution channels and improve on warehousing indifferent locations with the use of attractive stimuli such as music have a positive effect on consumer purchase and sales volume. Finally the study revealed that promotion strategy influences sales performance .the study recommends that the company may maintain its price discount and coupons strategy but put more emphasis on regular promotions, direct marketing, personal selling and public relations to ensure customers are informed, reminded and enticed to buy and also ensure constant contact with customers .