Assessment of marketing strategies and firms’ performance the case of food processing firms inTanzania

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University of Dar es Salaam
This study aimed to assess the marketing strategies and firms‟ performance of food processing firms in Tanzania. The scope of the study was based on purposively selected food processors. The specific objectives of the study were to examine the contribution of food processing firms‟ product strategies to sales performance; investigate the contribution of food processing firms‟ promotion strategies to sales performance; assess the contribution of food processing firms‟ pricing strategies to sales performance and to find out the contribution of food processing firms‟ distribution strategies to the sales performance. The study employed quantitative research method with explanatory research design. The measure of firms‟ performance was based on the firm‟s sales growth the last five years of operation. The study used purposive sampling technique to sample 60 food processing firms, of which 20 were large, 20 were medium and the remaining were 20 small food processing firms. Among these 60 firms, the study included 11 case studies of which 7 were large, 2 were medium and 2 were small food processing firms. The primary data were collected through questionnaires. Secondary data were mainly collected from documents available from firms‟ archives, libraries, internet and other research reports. The collected data were analyzed using regression analysis showing coefficient of determination, coefficient of correlation and the signs of the data coefficient. The study found that large food processing firms‟ marketing strategies had significant positive correlation to firms‟ performance (on sales growth), as compared to small and medium food processing firms. Also it was found that large food processing firms experienced a significant increase in sales growth than small and medium firms since they had strong market capability. The study discovered that the food processing firms face infrastructure problems, high costs and unreliable electricity supply, low quality and quantity of raw materials, multiple taxation, bureaucratic procedures, and stiff competition from foreign imported products. The study concluded that the ability of food processing firms to fully understand their marketplace and become competitive relies on the capacity of the firm to develop a deeper and systematic understanding of their current marketing decision making processes through a well planned and strategically focused procedures.
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF HF5415.13.T34K57)
Marketing, Management, Food processing firms, Tanzania
Kiteve, I (2014) Assessment of marketing strategies and firms’ performance the case of food processing firms inTanzania, Master dissertation, University of Dar es Salaam, Dar es Salaam