ABSTRACT The aim of the research was to assess the effectiveness of supplier relationship management strategies on service quality. The objectives of the research were to assess the effectiveness of value creation strategy on service quality, to assess the effectiveness of supplier account management strategy on service quality and to assess the effectiveness of joint venture strategy on service quality. Relevant literature on the effectiveness of value creation strategy, supplier account m...
Abstract The research sought to analyze the importance of private-brand products in improving company performance, a case of Tynserv Distributors (Bonita brand). The research study was carried during the period of June to September 2016. The objective of the study is to review how customers perceive the Bonita brand, the impact of sales promotion on sales of Bonita brand products as well as the impact of store image on influencing customer’s purchase decision. Literature was reviewed from ...
ABSTRACT In the era of global business and competitiveness, for organizations to survive and effectively adapt to the changing environment, as well as achieve their set marketing goals and objectives, they need to design different marketing strategies and policies. Relationship marketing is one of such contemporary marketing strategies employed in both developed and developing economies. This research study sought to explore whether relationship marketing is adopted by organizations in the Ni...
The Zimbabwean banking sector has experienced turbulent times resulting in the closure of many commercial banks due to liquidity problems or shortages which has also had its repercussions, as many people lost faith in the formal banking sector due to such uncertainty and perceived risks. The main aim of this research study was to investigate the effects of mobile money transfer services on traditional banking services offered by banks. A case of BancABC. The objectives of this study are; to e...
Abstract The purpose of this study was to assess the effectiveness of customer service strategies engaged by First Mutual Life Assurance Company. The objectives being: to find out the effects that training employees on customer service have on customer loyalty; to identify if employee emotional intelligence results in customer loyalty; and lastly, to establish the effects of customer follow-up on customer loyalty. Studies on other customer service management strategies in the past decade, ha...
ABSTRACT This study was meant to realise and uncover the effectiveness of rebranding on consumer purchasing decisions, with Grain Marketing Board as the case study. The objectives set aimed to assess the impact of the new package and logo of the products, to assess the perceptions of consumers towards new packages as well as to establish the factors that may hinder the success of rebranding. Relevant literature regarding the topic under study was researched and reviewed. This included schola...
The paper is about the utilization of SWOT Analysis in boosting Marketing efforts. Many companies fail to revisit their SWOT analysis while in action therefore the paper tries to guide them on how they can simply use the SWOT analysis to boost their Marketing. This goes by combining the 4Ps of Marketing mix.
ABSTRACT This research was carried out to investigate the extent customer portfolio management affects new product design in the fixed telecommunications sector. The objectives of this research were to determine if customer portfolio size affects new product quality, to establish the effect of corporate customer relationships on new product features and to determine if customer portfolio revenue contribution affects new product cost. These objectives were used by the researcher to review lite...
ABSTRACT This research was undertaken to evaluate the quality control system used by The Zimbabwe Bata Shoe Company Gweru. The study was motivated by challenges that the company is facing particularly in its School shoe category which include loss in market share, decline in sales volumes and increase in the amount of rejects. The main objectives of the study were to establish the factors causing the major quality problems in the school shoes category. Moreover the study also sought to invest...
ABSTRACT This research sought to evaluate product diversification as a survival strategy, using a case of Comhold Services.Chapter one has the background of the study the research objectives, the significance of the study, limitations, delimitations and definition of key terms. The objectives were to evaluate if diversification can be relied upon as a survival strategy, to determine the impact of related diversification on company profitability and to determine the impact of unrelated diversi...
ABSTRACT The study sought to assess the effectiveness of promotional activities carried out by Higher and Tertiary Institutions on students‟ choice of university since higher and tertiary institutions have adopted promotional tools to attract more students to survive competition hence the need to examine the effectiveness of these activities being undertaken. Literature reviewed identified Advertising, PR and publicity, direct marketing methods, sponsorships, sales promotion and exhibitions...
ABSTRACT The research conducted was to investigate the effectiveness of personal selling on company performance of Zimplow Holdings ltd t/a C.T. Bolts. The company was facing a diminishing trend in its sales and hence management took a decision to refocus its efforts on personal selling so as to improve the firm’s performance. Objectives of the study were to explore the effects of sales presentation on market share, to examine the effects of sales presentations on sales volume and to establ...
ABSTRACT The research was carried out to evaluate the effect of brand equity and its implications on customer lifetime value. Research was based on Nebula agencies trading as FABS hardware in Westgate, Harare. The objectives for the research were; to evaluate the effect of brand equity on customer lifetime value, effect of brand association on customer lifetime value and the effect of brand loyalty on customer lifetime value. The research covered the period from January to December 2015. Both...
ABSTRACT This research was undertaken to evaluate the effectiveness of franchising as a strategy for Dairibord to achieve competitiveness. The research was motivated by the challenges that the company is facing such as stiff competition, decrease in sales volume and market share and high operational cost. The major aims of this research were to determine the contribution of franchising on sales volume and market share, determine the contribution of product distribution and trademark franchisi...
ABSTRACT The study aimed at evaluating the influence of promotion mix on purchasing behavior in B2B markets. The study was conducted at TATU Holdings, in the Harare province of Zimbabwe. The study mainly aimed at measuring the effects of the following variables, personal selling on product interest, sales promotion on increasing or decreasing sales and advertising on product awareness. Data in the study was mainly acquired through a mixed method approach conducted using an exploratory and des...