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A Critical Assessment of Marketing Strategies in Increasing Market Share: A Case Study of Aima Dora Lingerie

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Type: Thesis or Dissertation
Author: Pooja, Ramyead
Date: 2017
URI: https://hdl.handle.net/10535/10558
Sector: General & Multiple Resources
Region: Africa
Subject(s): marketing
Abstract: "As the world grows bigger into a global village, there is a need to bring buyer and seller together and this has been possible by new technologies and communication methods. People are now able to trade, test and experience a whole new phase in business as costs are being reduced and have a wider market access. The aim of this study was to investigate on the assessment of marketing strategies in increasing market share of Aima Dora Lingerie (ADL). Faced with ever demanding client expectations and fierce competition, ADL is having difficulties to meet client expectations and increase its sales force. One of the major problem faced by the brand is that its marketing strategies are not aligned with its business model. Marketing is the core activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, partners, and society at large. This research has made use of quantitative research strategies to investigate on the assessment of marketing strategies in increasing market share at ADL. Primary data was collected using online-administered questionnaires and the survey was conducted on the targeted population. The population was small and therefore convenience sampling technique was used. The whole population of 155 respondents was taken as the sample due to the accessibility and proximity of participants. The findings revealed that there were some areas of weaknesses regarding the strategies used at ADL to engage its customers. It had a negative impact on company engagement levels and was a reason for poor advertisements. Based on the findings, recommendations have been proposed to put forward new marketing strategies to increase brand awareness and brand recognition, to differentiate from other competitors and as well as to rise in the sales force."

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