An analysis of marketing strategies employed by parastatals : a case of Grain Marketing Board - Silo brands (2009 - 2012)

Abstract

Literature indicated that effective marketing strategies results in increase in sales, increase in market share, increase in profits and assists organizations in focusing their concentration on resource utilization to win over their rivals. Though there is a lot of literature on marketing strategies it is important to note that the available literature on effectiveness of marketing strategies relates to experiences mainly in the developed world. Also research on the effectiveness of marketing strategies employed by parastatals has been neglected hence there is an information gap. This research aims to fill the gap through analyzing the effectiveness of marketing strategies of Zimbabwean parastatals .A single case study design of Grain Marketing Board was used .The research study is meant to benefit the country, corporate world and the academic community. Data was obtained through face to face interviews with the executive management, senior managers as well as branch managers of some supermarket which sell silo products. In depth information was obtained through the use of unstructured questions. A qualitative research philosophy was used. Data from the research was presented through data display tables which were then explained. The study indicated that marketing strategies in Grain Marketing Board are not effective due to poor formulation and implementation. Management is failing to have a clear marketing strategy plan and the organisation ends up employing casual strategies. Implementation of the employed strategies is affected by the unavailability of resources, negative organizational culture and the government policies. From the findings it is clear that Grain Marketing Board should have a clear marketing strategy which is flexible. The Grain Marketing Board is supposed to segment its market, have a clear strategic marketing document, have change management training workshops, conduct a lot of promotional and advertising activities and the government should consider privatizing the organisation.