IMPACT OF MARKETING MIX TO THE FINANCIAL PERFORMANCE OF MANUFACTURING COMPANIES CASE STUDY: BRALIRWA PLC KICUKIRO PERIOD: 2020-2023

Abstract

The study entitled “the impact of marketing mix to the performance of manufacturing companies in BRALIRWA PLC, Kicukiro Branch” was guided by the general objective which was to show the impact of marketing mix to the financial performance of manufacturing companies in Rwanda. It has three specific objectives such as to analyse the effectiveness of marketing mix in Bralirwa Plc, to determine the impact of manufacturing companies from 2020 up to 2023 and to assess the relationship between marketing mix and the financial performance of Bralirwa plc. This research adopted a descriptive and correlation research design. The research was designed in such way that 65 respondents were systemically selected from employees of Bralirwa plc, kicukiro branch and all 65 respondents were able to return questionnaires. Source of data were obtained using primary and secondary source of data and collected using questionnaires and documentation. This study found out that BRALIRWA PLC, Kicukiro branch as a manufacturing firm and profit making organization greatly depends on marketing mix such product, place, price and promotion. Referring to the perception of respondents 47.0% strongly agreed that marketing mix is effectively used in bralirwa plc and also 53.0% agreed that using marketing mix increases the financial performance of Braliwa plc. On the other hand, this study found that Bralirwa’s profitability ratios were fluctuated during study period and this study found that marketing mix contribute 72.3% to the financial performance of BRALIRWA PLC. The study concluded that marketing mix is the main tool that BRALIRWA PLC used to achieve its level of financial performance. The study recommends that BRALIRWA PLC, kicukiro branch should improve their marketing mix and decrease price, as well as increasing the quantity of products produced to attract more customers.