Entrepreneurial marketing and market growth of Oriflame Uganda Limited

Abstract

The major objective of this study was to examine the relationship between Entrepreneurial Marketing and Market Growth of Oriflame Uganda Limited. The specific objectives are; toexamine the effect of Entrepreneurial Marketing on customer satisfaction, establish the effect of Entrepreneurial Marketing on sustainable competitive advantage, find out the effect of entrepreneurial marketing activities performed on the operations at Oriflame Uganda Limited and to find out the challenges faced in Entrepreneurial Marketing to obtain Market Growth. A case study design was used to conduct the study with a sample size of 56 respondents. Various data collection instruments were used in this study and these include; questionnaires and interview guide. The findings revealed that there is correlation between customer satisfaction and market growth with strong positive correlation between the effect of customer satisfaction and market growth (r =0.540, p<0.01), the effect of sustainable competitive advantage and market growth with strong correlation and positive relationship(r=0.088, p<0.521) and the effect of entrepreneurial marketing activities on market growth with strong positive correlation and relationship (r=0.907, p<0.01) and there is a strong positive and significant relationship between entrepreneurial marketing and market growth (r = 0.878, p <0.001). From the study it can be said that Entrepreneurial marketing strongly affects market growth in the company of Oriflame. The researcher therefore recommends thatthe researcher recommends that there is need for strengthening training of salespersons or consultants as called by the company who move around looking for clients and potential customers, by giving them new techniques of handlingcustomers to increase market growth of Oriflame