Research

Only available on StudyMode
  • Download(s) : 33
  • Published : December 21, 2012
Open Document
Text Preview
THE EFFECTS OF MARKETING STRATEGY CLARITY BETWWEN BRANDS AND SALES MANAGER ON BRAND SALES By
Muhammad Hasnain (9623)
Lizna tejani
Muhammad Faizan
Arfeen Nazir
Noureen Amin

A report
Submitted in partial fulfillment of the requirements
for the degree of Bachelors of Business Administration
to Iqra University Research Center (IURC)
at the Iqra University,
Main campus, Karachi

Karachi, Pakistan
April 11th, 2012

ACKNOWLEDGMENTS
This report would have not been possible without the essential and gracious support of so many individuals. First, and foremost we would like to thank Almighty Allah, for the wisdom and intellectual capacity because of which we were able to complete this report and we would like to acknowledge the constant support and guidance of our supervisors Dr. Akif Hassan and Dr. M.I Subhani. Lastly, we would like to thank the people who spent their precious time filling the questionnaire.

ABSTRACT
This research is all about marketing strategy and whether the strategy clarity b/w sales and brand manager effects brand sales positively or insignificant. For data collection, personal survey method was used and questionnaire was the instrument for data collection. The data was collected from 150 respondents (brand/marketing and sales manager) of different organizations and the statistical technique being used for data analysis was correlation Through the help of statistical test applied, the result shows that there is no effect of marketing strategy clarity between brands and sales manager on brand sales. This describes that even marketing strategies used by sales and brand managers differ from each other it has no effect on brand sales.

TABLE OF CONTENTS
S.NO.| DESCRIPTION| PAGE NO.|
1| ACKNOWLEDGEMENTS………………………………| ii| 2| ABSTRACT…………………………………………………| iii| 3| LIST OF TABLES…………………………………………| v| 4| LIST OF FIGURES………………………………………| vi| 5| CHAPTER 1: INTRODUCTION………………………….| 1|  | |  |

 | 1.1. Overview………………………………………………...| 1|  | 1.2. Problem statement ……………………………………....| 2|  | 1.3. Hypotheses……………………………………………....| 2|  | 1.4. Outline of the Study…………………………………| 3|  | 1.5 Definitions……………………………………………..| 4| | | |

6| CHAPTER 2: LITERATURE REVIEW…………………….| 5|  |  |  |
7| CHAPTER 3: RESEARCH METHODS…………………….| 13|  |  |  |
 | 3.1. Method of Data Collection…………………………| 13|  | 3.2. Sampling Technique……………………………….| 13|  | 3.3. Sample size…...………………………………………| 14|  | 3.4. Instrument Of Data Collection……………………… 3.4.1 Validity and Reliability test……………| 14|  | 3.5. Research Model Developed…………………………| 15|  | 3.6. Statistical Technique…………………………………| 15| 8| CHAPTER 4: RESULTS……………………………………| 16| | 4.1 Findings and Interpretation of the result………………..| 16| | 4.1.1 Hypotheses Assessment Summary……………………| 20|  |  | |

9| CHAPTER 5: CONCLUSION, DISCUSSIONS, IMPLICATIONS AND FUTURE RESEARCH| 23|  | 5.1. Discussion………………………………………………| 23|  | 5.2. Implications………………………………….…………| 23|  | 5.3. Future Research………………………………………... | 24| | 5.4. Conclusion………………………………………………| 24| 10| References……………………………………………………| 25| 11| Appendix……………………………………………………| 28|

S.NO.| TABLE| Page Number|
1.| Table 1| 15|
 |  | |
LIST OF TABLES

LIST OF FIGURES
S.NO.| FIGURES| Page Number|
1.| Figure 1  | 14|
 |  |  |
 |  |  |

CHAPTER 1: INTRODUCTION
1.1 Overview
The purpose behind working on this topic was to find out that whether the Marketing strategies have an effect on brand sales and whether the clarity between sales manager and brand manager affect the sales. From previous articles which were related to our topic, we found that Different managers have different strategies to achieve their organization goals and these marketing strategies affect sales, as stated by...
tracking img