Browsing by Author "Ssevume, Micheal Baluungi"

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    Evaluating the Effectiveness of Sales Promotion Strategies at Jesa Farm Dairy Limited.
    (2023) Ssevume, Micheal Baluungi
    The study was carried out to evaluate the effectiveness of sales promotion strategies at Jesa Farm Dairy Limited. The study mainly concentrated on the sales promotion strategies used at Jesa, challenges that Jesa Farm Dairy Ltd faces in promoting sales and possible ways of Improving sales promotion at Jesa Farm Dairy Ltd. A cross-sectional design with a quantitative approach was adopted. Data was collected using questionnaires presented to 169 respondents and 158 were returned giving a response rate of 93.49%. Data was analyzed using the Statistical Package for Social Sciences Version 23. The study results indicated that Jesa Farm Dairy Ltd endeavors to promote its sales mainly through using exhibitions, price discounts and coupons among others efforts. Despite the efforts at Jesa Farm Dairy Ltd, they face several challenges like stiff competition from other dairy farms, Jesa’s sales team rarely organizes refresher trainings, high sales promotion budget and incentives/ Salary not tied to sales team result, as identified in the study. Several possible ways like keeping honest and open communications with employees, recruitment and retaining good staff, focusing on the selection and evaluation process helps to identify sales personalities that fit the required profile for increasing sales, breaking sales promotion strategies into categories and involvement of managers in strategic implementation were suggested. This study recommends that Jesa Farm Dairy Ltd should continuously strengthen the sales promotion strategies and much more emphasis to use exhibitions, coupons and price discounts. The company should train and retrained their sales personnel as how they should embark on their sales activities. The government needs to create a good environment for manufacturers to exercise the researched sales promotion tools. Further studies may also be conducted to look at sales promotion strategies in other context like services firms like telecom and banks.