Assessment Of Strategic Marketing Practice:The Case Of Ano Agro- Industry (P.L.C)

Abstract

It is obvious that the goal of any business organization is to remain in business profitably through production and sales of products /services. To achieve this goal, Business Enterprises must have effective marketing strategy, because the ultimate success or failure of a company depends on its marketing strategy. This is why companies should implement marketing strategy effectively to achieve their desired goals. Therefore, the study was designed to assess strategic marketing practice of the Ano Agro Industry (P.L.C), and to identify weather it was aligned with the company's marketing objectives. The study attempted to employ Descriptive case study research design. To take the required sample, the sampling technique that the researcher used in this study was Census sampling because the researcher took all the respondents from marketing staff as a target population of the study with the belief that the respondents from the staff were aware of and concerned about strategic marketing more than other departments. Both quantitative and qualitative (mixed) methods were used to explore detailed evidences about the company's problems. To investigate the company's problems, primary sources of data were used. To gather data from these sources, questionnaire and interview were employed. Even though the strategic marketing is practiced in the company, there are some problems that the company faced while implementing it. These were Infrastructure problems, Economic problems, Intensive competition in the market, Seasonality of consumption, and cost of awareness creation for the customers.