The impact of marketing strategies on sales performance

Abstract

The purpose of the study was to determine the effect of marketing strategies on sales performance. This study was conducted at Uganda Clays Limited in Kajjansi along Entebbe road. This study was based on the objectives which included finding out how product innovation affects sales performance, how promotions affect sales performance and finally analyze the impact of pricing on sales performance at Uganda Clays Limited. The research design included both descriptive methods and the data that was used included both primary and secondary. The primary data was collected using questionnaires. The study covered a sample of 48 respondents. Stratified sampling was used. Interviews and questionnaires were used as instruments for data collection. Findings on product innovation revealed that Uganda Clays Limited carries out product innovation but on rare occasions; it was also found out that the company does not involve in minor innovations so as to promote its sales. Findings on promotion and sales performance indicate that promotion affect consumers purchase of Uganda Clays products either to purchase them in large or in small amounts. Findings also indicate that sales promotion when implemented effectively often results in an increase in the short term sales figure. Findings on pricing and sales performance revealed that Uganda Clays Limited does not use pricing strategy as a marketing tool and neither does it use it for maximizing its profits. Uganda Clays Limited bases on the benefit of the product to set its prices. Failure to use pricing strategy as a marketing tool and carrying out minor innovations cost the company sales. The company further more has got an under covered and due to lack of financial resources has set up few branches and this has lead to the low performance levels. The researcher recommended Uganda Clays Limited management to involve itself in minor innovations. In addition Uganda Clays Limited should carry out prompt promotions so as to create awareness to the public about the availability of clay products that are offered for sale and finally Uganda Clays Limited should consider using pricing strategies as a marketing tool as customers are price sensitive