Authors:
Ryan D. Bastareche

Addresses:
College of Business and Management, Naga College Foundation, Inc., Naga City, Camarines Sur, Philippines. rdbastareche@ncf.edu.ph

Abstract:

Entrepreneurs today must be innovative and responsive to the needs of both the times and society to ensure the success and sustainability of their enterprises. This study aimed to describe the marketing strategies of Knopper Pharmacy, a partner industry of the University of Nueva Caceres in the Philippines, by employing a descriptive research design. Using semi-structured interviews, the study gathered insights from customers who were members of the Buyers Club. The results generally revealed that the marketing strategies implemented by Knopper Pharmacy significantly increased sales at their retail outlets and encouraged continued patronage of their products. However, the implementation of these strategies encountered several challenges. These included the store's readiness to implement the marketing strategies, inconsistency in staffing, and the need for technical training for sales staff. The study concluded that the readiness of the store to implement marketing strategies was crucial for increasing sales and enhancing productivity. Based on these findings, a comprehensive marketing program was designed. Furthermore, it was recommended that staffing policies be reviewed, improved, and properly implemented. Additionally, sales staff should receive technical training, and marketing strategies should be periodically monitored to ensure their effectiveness.

Keywords: Sales and Marketing; Marketing Strategies; Sales Productivity; Descriptive Research; Empowerment of the People; Responsiveness and Reinvent; Managerial Process.

Received on: 03/12/2023, Revised on: 18/02/2024, Accepted on: 02/04/2024, Published on: 03/06/2024

DOI: 10.69888/FTSSSL.2024.000221

FMDB Transactions on Sustainable Social Sciences Letters , 2024 Vol. 2 No. 2, Pages: 70-84

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