Marketing Strategies and Market Share Growth in the Rwanda’s Coffee Industry; A Case of Coffee Business Centre

IF 0.4 Q4 COMMUNICATION

International Journal of Marketing Communication and New Media Pub Date : 2023-11-14 DOI:10.53819/81018102t5289

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Abstract

The purpose of this study was to assess the effect of marketing strategies and market share growth in Rwanda’s coffee industry. The study was guided by the following specific objectives: To determine effect of product strategy on the market share growth for coffee business centre ltd; to examine the effect of pricing strategy on the market share growth for coffee business center ltd and to assess the effect of digitalization strategy on the market share growth for coffee business center ltd. This study adopted a descriptive design. The study’s target population as well as sample size was 110 respondents; the sample size was selected to yield reliable results. The study conducted inferential and descriptive statistics. The showed that there is strong positive correlation between product strategy and market share growth of coffee business center at r=.836; On the other hand, the results showed that there is positive correlation between pricing strategy and market share growth for coffee business center ltd at r=. 818, Furthermore, digitalization strategy influences the market share growth for coffee business center ltd at positive correlation of. 807. Based on the regression analysis, product strategy, pricing strategy and digitalization strategy effect market share growth at R2=0.765; the study concluded that combination of product strategy, pricing strategy and digitalization strategy influence highly the market share growth for coffee business center. Furthermore, the research recommend that pricing strategy should be implemented in effective manner as the way of increase company profitability as well as expanding market share. Further, digitalization facilitates company to increase sales, hence regularly posting and updating company products on website and social media is needed to increase market share for coffee business centre. Keywords: Marketing strategies, market share growth, coffee industry, Rwanda

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卢旺达咖啡产业的营销策略与市场份额增长咖啡商业中心案例

本研究的目的是评估营销策略和市场份额增长对卢旺达咖啡行业的影响。这项研究以下列具体目标为指导:确定产品策略对咖啡商务中心有限公司市场份额增长的影响;考察定价策略对咖啡商业中心市场份额增长的影响，评估数字化战略对咖啡商业中心市场份额增长的影响。本研究采用描述性设计。该研究的目标人群和样本量为110名受访者;样本量的选择是为了产生可靠的结果。该研究进行了推理统计和描述性统计。结果表明:产品策略与咖啡经营中心市场份额增长呈显著正相关，r= 0.836;另一方面，研究结果显示，咖啡商业中心有限公司的定价策略与市场份额增长之间存在正相关关系，r=。818 .此外，数字化战略对咖啡商务中心有限公司市场份额增长的影响呈正相关关系。807. 通过回归分析，产品策略、价格策略和数字化策略对市场份额增长的影响R2=0.765;研究认为，产品策略、定价策略和数字化策略的结合对咖啡商业中心市场份额的增长具有重要影响。此外，研究建议有效实施价格策略，作为提高公司盈利能力和扩大市场份额的途径。此外，数字化有助于公司增加销售额，因此需要定期在网站和社交媒体上发布和更新公司产品，以增加咖啡商业中心的市场份额。关键词:营销策略，市场份额增长，咖啡产业，卢旺达

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International Journal of Marketing Communication and New Media COMMUNICATION-

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