The Effects of Marketing Strategies on Sales Performance: A Case of Bitexco Group
| Autor: | Tran Thi Kim Thoa, 陳氏金釵 |
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| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 BITEXCO began to diversify and expand its business in 1996 in the production of mineral water. The company has invested heavily in modern machinery and equipment for building and developing the brand "Vital" to become the first brand of mineral water in Vietnam, which was first produced by Italian technologies meet the high European quality standards. The aims of the study is to explore the impact of marketing strategies on sales performance at Bitexco Group, and to test statistically which dimensions of marketing strategies have the largest influential effects. Through previous research results and interview methods, the author has built scales for the variables in the model, thereby conducting quantitative research with a sample size of 196. Collected data were analyzed via SPSS 20.0 software. The results showed that 47.7% of the variation of the variable "Sales performance " is explained by the model. The regression results show that four basic factors have a positive impact on sales performance of Bitexco Group, including the following factors: Product Development Strategies– SP ; PricingStrategies - GC; PromotionStrategies –XT ; PlaceStrategies– PP. Among these factors, PricingStrategies - GC is the factor having the greatest impact on Sales Performance with the regression coefficient of 0.302.Therefore, these four factors will remain in the regression model Keywords: Sales Performance, Bitexco Group, marketing strategies |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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