| dc.description |
This study was conducted to analyze market expansion strategies on product success, the specific
objectives were to examine the contributions of promotional strategy on product success; To
determine the effect of products expansion on product success also to determine impact of market
penetration strategy on product success. The study employed qualitative research approach. The
study targets management officials 11 who were purposively selected. Data from the informant’s
interview was conducted using a checklist or question guide. Initial direct quote were used in the
analysis of the data collected. From the findings of this study it was established promotional
strategy is important because it facilitates creation of brand awareness, getting more customers,
providing information about products and services provided, keeping local customers, increasing
amount and frequency of use, identification of targeted customers. In addition the combination of
traditional advertising, personal selling, sales promotion, public relations, social media and e commerce used to promote a product at Jambo Food Product. A market expansion strategy is a
growth strategy that involves selling current products in a new market when growth peaks in the
company’s existing sales channels. Products penetration was found very important because it
helped in the improvement of marketing effectiveness, increasing brand awareness, enabling
multiple distribution channels, change of pricing rates, updating or launching products. In
addition, it helped to attract customer to a new product or services being exposed and made
known to the customers away from competitors. The study recommends that Jambo Food
Company Limited should adapt to the environment and establish a market strategy. The study
also recommends that Jambo food Products Company limited should find the right partner and
build relationships with local business owners in different areas. From the findings obtained the
study also recommends that it is important to do due diligence and sort out legal, tax and
finances. Not only that but also it is recommended Jambo Food Products should ensure that it
develops a strategy. |
|