MARKETING STRATEGIES AND FINANCIAL PERFORMANCE OF MANUFACTURING COMPANIES IN RWANDA. CASE STUDY: BRALIRWA LTD PERIOD: 2021-2023

Abstract

The purpose of the study was to show the role of marketing strategies to the financial performance of manufacturing companies in Rwanda and I took Bralirwa Ltd as a case study within 2021-2023 time frames. The specific objectives of the study were to analyze the effectiveness of marketing strategies applied in BRALIRWA LTD and to assess the contribution of marketing strategies on the financial performance of BRALIRWA LTD. Based on the finding results, The observation from the respondents show that the respondents strong agreed that the reasons of having effective marketing strategies of Bralirwa Ltd are that marketing strategies attract new customers and Make product awareness. The mean value for the second and third statements were between 3.69 and 3.29 respectively which were rounded 3, the code for Agree. This implies that the respondents agreed that the reasons of having effective marketing strategies of Bralirwa Ltd are Market dominance and Retain existing customers. The respondents have strong agreed that the types of marketing strategies applied by Bralirwa Ltd are Service delivery/ process strategy, Personal or people strategy, Distribution strategy, Promotion strategy, Product strategy and Pricing strategy. The respondents have strong agreed that channels used by Bralirwa Ltd in marketing strategies implementation are television, radio media, email and phone. The respondents have greed that channels used by Bralirwa Ltd in marketing strategies implementation are newspaper and website. Results showed that during the financial year 2021, 2022 and 2023, each 100Rwf invested in Bralirwa assets generated the profit of 13.7Rwf, 14.4 Rwf and 15.4 Rwf. This shows that the return on assets had a good trend during the period under study. The found results showed that for 100Rwf invested in Bralirwa by shareholders generated returns of 34.3 Rwf in 2021 which increased at 40.1 in the year 2022 and also they increased again in 2023 up to 46.1Rwf. In other words, Bralirwa was maximizing shareholder’s benefits. From 2021 to 2023, Net profit margin was 0.141 in 2021, 0.143 in 2022 and 0.161 in 2023. Based on these findings, it was established that net profit margin generated as compared to the operating expenses incurred was 14.1% in 2021, 14.3% in 2022 and 16.1% in 2023. This indicates that Bralirwa generated 14.1Rwf of profit from 100Rwf of sales in 2021, 14.3Rwf of profit from 100 Rwf of sales in 2022 while it generated 16.1Rwf of profit from 100Rwf of sales in 2023.