ASSESSEMENT OF MARKETING STRATEGY PRACTICES IN THE CASE OF MOHA SOFT DRINK INDUSTRY

In the present-day business environment that is characterized by the increased competition among local<br> and international companies, the emergence of more demanding customers and great technological<br> advancement has resulted more complex the business. Thus, Marketing strategy outlines the strategic<br> directions and tactical plans that help industries achieve overall business objectives including increasing<br> revenue, growing profits, reducing costs. The main activity of a business industry is to develop a marketing<br> strategy that can help to stay in business. The ultimate success or failure of a company depends on its<br> marketing strategy. Hence, MOHA soft drink industry has to implement effective marketing strategy to<br> achieve the industry’s objectives. The study was concluded based on the qualitative and Quantitative<br> research technique to investigate the problem. In an effort to address the problem, both primary and<br> secondary data were used. Closed ended and open-ended questionnaires along with interviews were used<br> for the purpose of data collection. The study mainly focuses on marketing strategy practices of the industry<br> with respect to marketing mix (product, price. Promotion and place) strategy that constitute for marketing<br> strategy practices. The selection of respondents was carried out by using purposive sampling research<br> method because no other departments were concerned about marketing strategies and the researcher took<br> all the respondents of marketing department staffs as a total population of the study. To gather the data<br> 100 questionnaires were distributed to the employees of the industry, from 100 questionnaires were 82 were<br> properly filled and returned. In analyzing the data quantitative data analysis method was used. The<br> industry’s marketing strategy is effectively practiced by the employees, and managers because they are<br> committed to work and the smooth communication flow between marketing and other departments are the<br> main important issue for the success of the industry. Even though, the marketing strategies of the industry<br> are effectively practiced, there are some limitation that the industry faced while implementing it. These are,<br> intensive competition in the market, shortage of raw material, the time and cost of awareness creation for<br> the customers.