Retail marketing strategies of brewery firms in Ethiopia. A company level analysis

      Аннотация: Brewery firms play a vital role in the Ethiopian economy. They generate revenue to the government through taxes; create employment to the locals in the product manufacturing, packaging and distribution to the retail outlets. The companies have significantly grown in Ethiopia. The objectives of this study was to establish the retail marketing strategies practiced by the beer brewing companies in Ethiopia, determine the factors that influence the choice of retail marketing strategies and to determine whether these strategies have given some of the companies a competitive advantage. Research design used was a descriptive approach design. The study includes all brewery firms of Ethiopia. To gather information questionnaires were personally delivered or emailed to marketing managers and or sales managers prior to making an initial contact through telephone. The findings of the study revealed that, firms have a coherent retail marketing strategies i.e. distribution strategies, pricing strategies, promotions strategies, and customer relationship management. These strategies have enabled these companies to cope up with the dynamic changes taking place in the retailing sector.

Ключевые слова: Ethiopian Brewery firms, Retailing, marketing, Strategy