| dc.description.abstract | Biti’s company has faced with the increasing competitors in domestic market in footwear
industry. Besides, according to sales performance report, sales performance did not qualify the
sales force. Biti’s should take action in order gain their market share in domestic market. This is
necessary to conduct a study find out the effectiveness of marketing mix strategy and the impact
of these strategies on sales performance in this case.
The objectives of this research are to take a study in 4Ps of marketing mix: product, price, place
and promotion. Then, this study figured out how each factor influenced sales performance of
Biti’s company in term of revenue. From the exploratory research’s findings, the study made
suggestions to company in developing effectively marketing mix strategy contribute to increase
sales performance of Biti’s Company.
Case study methodology was applied to answer the research issues. Firstly, secondary data was
collected through many official website related to Biti’s company and footwear industry. Then,
the primary data was collected through conducting in-depth interviews with four sales staffs and
twelve stores, which belong to Biti’s distribution channels. Finally, after findings data under
within-case and cross-case data analysis, the conclusion and recommendation for the study were
implemented.
In brief, the research shows that four elements in marketing mix strategy play important role with
sales performance. They are supportive each other. However, it should be noticeable that, clear
market segmentation is urgent action for Biti’s marketing strategy now. Although Biti’s has
variety kinds of product, but Biti’s has not had specific product in order to make as unique
selling point. Moreover, innovation in design is necessary for Biti’s. In addition, customers
always want high quality product and suitable price level. Retail store is the most preferred
place, where customers would like to visit because the convenient and professional. Major
customers prefer sales promotion, but it should be considered in long term because it could affect
Biti’s brand name. Choosing appropriate price level, develop right distribution channels and
implement effective promotion are vital action should take carefully in future. Beside four
factors, findings indicated that there are some elements also affect sales performance such as
demographic and customers’ habit shopping elements, etc. | en_US |
