The impact of marketing communication on sales performance: A case study of Destiny Electronics (Private) Limited (2011-2013)

Abstract

The purpose of the study was to draw conclusions on the impact of marketing communication on sales performance. It can be concluded from literature on the relationship between marketing communications and sales performance that indeed there is a positive relationship between the two. Organisations that invest and engage in marketing communication activities realise growth in sales, gain market share, brand equity, customer loyalty and trust. However, the literature has been confined to other parts of the world; hence the aim of this research was to attempt to fill the research gap by investigating the impact of marketing communication on sales performance of a local organisation and in particular the fixed telecommunication sector. The research information and its application were aimed at benefiting the organisation, industry and academics. This research was based on a single case study design of Destiny Electronics (Private) Limited. Empirical data was obtained through internal and external face-to-face interviews with management at tactical and strategic levels. Unstructured questions were used for gathering in-depth information from the respondents. A qualitative research philosophy was used. Data gathered was analysed using data displays in the form of content analytic summary tables. The study found that marketing communications did not impact on sales performance at Destiny Electronics. The organization did not fully implement marketing communications due to financial, structural and competency obstacles. In view of these findings the study recommends that the organization restructure and employ experts to manage marketing and communication functions. The study also recommends that the organization raise additional capital and invest in modern communication technologies and increase communication frequency.