IMPACT OF MARKETING STRATEGIES ON THE FINANCIAL PERFORMANCE OF MANUFACTURING COMPANIES IN RWANDA CASE STUDY: BRALIRWA PLC PERIOD: 2020 - 2023

Abstract

The main purpose of this study was to to assess the impact of marketing strategies on the performance of manufacturing industry in Rwanda.From the general objective; the following specific objectives were formulated: to examine the effectiveness of marketing strategies applied by BRALIRWA PLC and to determine the effect of marketing strategies to the performance of BRALIRWA PLC. To achieve those objectives, the data was collected from a sample of 68 staff of Bralirwa PLC’s sales and marketing department whom were selected purposively. The techniques used in data collection include documentary, questionnaire and interview. regarding the effectiveness of marketing strategies applied by Bralirwa PLC results shows that marketing strategies applied by Bralirwa PLC is effective since the majority of respondents with 89.7% strongly agreed that BRALIRWA PLC use penetration price strategy to infiltrate markets and achieve a large market share it is also observed that the majority of respondents with55.9% strongly agreed that Bralirwa PLC use it Social media to communicate product information and 44.1% agreed with this statement. on the issues of the effectiveness of place strategies applied by Bralirwa PLC researcher revealed that almost all respondents with 89.7% strongly agreed that Geographic location has a significant influence on profitability and 10.3% agreed with this statement. regarding the performance of Bralirwa PLC results shows that from 2020 up to 2023 the ratios of gross profit margin were 8.94%; 14.18%; 14.30% and 16.07% respectively. Also in the same period the ration of Return on Assets were 7.08%; 15.05%; 14.45% and 15.38% respectively. Also the relationship between the two variables were assessed through regression equation, and results shows that pricing strategy, product branding, Social media and place to a constant zero, Bralirwa PLC’s development would be at 0.347. A unit increase on pricing strategy would lead to increase in development of Bralirwa by a factor of 0.162, a unit increase in product branding would lead to increase in Bralirwa PLC’s development by a factor of 0.282, a unit increase in social media would lead to increase in Bralirwa PLC’s development by a factor of 0.194 and unit increase in Place would lead to increase in Bralirwa PLC’s development by a factor of 0.211. Therefore, this allow researcher to confirm that marketing strategies applied by Bralirwa PLC contribute to its development.