Marketing Strategies and Business Sustainability in Uganda a Case Study: Nice House of Plastics (U) Ltd

Abstract

This study investigated the impact marketing strategies that are to engage in influencing business sustainability in Nice House of Plastics. The specific objectives of the study were to; To examine the effect of product on business sustainability; To examine the effect of price on business sustainability; To examine the effect of place on business sustainability and To examine the effect of promotion on business sustainability. The study adopted a case study. A sample size of 44 respondents was used. Data was collected using questionnaire and interview guide. From the study findings, it was revealed that Customers repetitively purchase products because they have the right features, satisfy their fundamental needs, exceed their expectations and that which makes the organization sale more. It was also revealed that prices are affordable to customers, organizations give a discount to a customer, company brand has gained Customers who are loyal, and that when they advertise our products get more customers . More so products are available to the consumers at a place where they can conveniently make purchase, they use reliable vans to get the products to the customers, have a well-managed and effective distribution network which has enables us to retain our customers and that the products always reach the target market in the appropriate place. Additionally, Promotion has enabled us to communicate benefits of using products and When promote each product, get more customers and that customers purchase products because they promote them through advertising. promotion has helped in informing, persuading and influencing a consumer to make choice of the product to be bought. It was recommended the following; The management of Nice House Of Plastics (U) Ltd should allocate enough resources and funds to finance advertising, personal selling and public relations so that they can be fully administered in a wide area. It was also recorded that the management should strategically carry out cost estimation and value the impact of a given promotional strategy in order not to spend more money on marketing which could result into unexpected losses.

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