MARKETING STRATEGIES AND THE NON-FINANCIAL PERFORMANCE OF MANUFACTURING COMPANIES IN RWANDA CASE STUDY: SULFO RWANDA INDUSTRIES LTD PERIOD: 2021-2023

Abstract

The study aimed to analyze the contribution of marketing strategies to the non-financial performance of manufacturing companies in Rwanda, focusing on SULFO Industries Rwanda Ltd. from 2021 to 2023. It specifically assessed the relationship between product innovation and customer satisfaction, the impact of promotional strategies on brand loyalty, and the effectiveness of distribution channels in enhancing market reach and customer retention. A descriptive case study design was used, incorporating both qualitative and quantitative research methods. Data were collected from 40 respondents, including employees and customers, through questionnaires, interviews, and document reviews. Descriptive statistics were used for analysis, with the results presented in tables and frequencies, providing insights into how marketing strategies enhanced the company’s non-financial performance. This study explores the key marketing strategies used by manufacturing companies in Rwanda, including pricing, promotions, customer segmentation, distribution channels, and an integrated marketing mix. Implemented between 2021 and 2023, these strategies led to a 25% rise in customer satisfaction, 35% growth in market penetration, and a 30% increase in brand loyalty. Overall, they played a crucial role in improving customer relationships and strengthening competitive positioning. The research found that pricing strategies received strong support from 65% of respondents (mean = 1.38, SD = 0.540), making them a key driver of customer engagement. Promotional activities also played a major role, with 55% strongly agreeing (mean = 1.60, SD = 0.810), contributing to a 30% rise in brand loyalty. Distribution channels expanded market reach by 20% and improved retention by 15%, with 52.5% agreeing on their effectiveness. Customer segmentation and the marketing mix further enhanced market targeting and brand strength. The correlation analysis reveals strong positive relationships between marketing strategies and non-financial performance, with pricing strategies highly correlated with return rates (0.965) and quality control (1.000). Promotional activities and customer segmentation also showed high correlations with brand loyalty and customer retention. With 97.5% of stakeholders agreeing on the effectiveness of these strategies, the study underscores the critical role of strategic marketing in enhancing the non-financial performance of Rwandan manufacturing firms.