1.1 Back ground of the study
Hawassa millennium Pepsi cola plant is found in the southern region of Ethiopia On the southern edge of Hawassa city. It is established on the area of 2500 m2 adjacent to Hawassa Textiles &Hawassa cheep wood factories. It is licensed under MOHA soft drinks industry as 7th plant of its sister companies. In 1999 the foundation of the plant was laid and completed the whole building as well as machinery erection in august 2007 to start production. The plant was inaugurated on September 03/2007 & start producing its licensed products namely Pepsi, Mirinda Orange, 7 Up, Mirinda Tonic & Mirinda Apple for its customers officially.
Honestly speaking, no organization exists without a performance target or objective intended to achieve over a defined period of time.
In manufacturing & service giving firms marketing & sales departments are back bones to achieve these goals or objectives, the mentioned department works mainly with the four marketing mix elements namely product, price, placement & promotion. Each element plays a great role in making the company to exist in the market.
The purpose of this study is to know how those marketing mix elements affect the sales & if there is negative effect, to take corrective action & to avoid something difficult before happening & if positive, to make them the strength of the company in the millennium Pepsi cola.
1.2 Statement of the problem
Using marketing mix elements is an important tool for marketing activities in that it helps to have the best marketing & sales departments & competent firms in the market & meet the objectives of the firms.
Despite the fact that marketing is the basic function of all manufacturing & service giving companies, it differs or varies among them is basically in its degree of proper applicability of the marketing mix elements.
It’s advantageous for companies to use those marketing mix elements wisely & execute them properly to
References: - Richard R.Still & Edward W. Cundiff; Sales Management Decisions, strategies & Cases, 5th ed. Prentice – Hall of India, New Delhi; 2002 - Philip Kotler & Gary Armstrong; Principles of Marketing, 12th ed. Prentice – Hall of India, New Delhi; 2007 - Philip Kotler & Gary Armstrong; Principles of Marketing, 10th ed. Prentice – Hall of India, New Delhi; 2002 - Geoff Lancaster & Paul Reynolds; Marketing, Palgrave – Macmillan, USA; 2004