Abstract:
The purpose of the study was to analyze the contribution of marketing mix to the performance of manufacturing company in Rwanda. CASE OF STUTY: BRALIRWA LTD, PERIOD: 2019- 2022. the specific objectives was to analyze the effectiveness of marketing mix used by BRALIRWA LTD ,to assess whether marketing mix contribute to profitability of BRALIRWA LTD. This research is concerned of 25 employees in marketing and sales department finance and accounting department, and CEO, The Field data were collected using questionnaires and interview. The result of this table 4.4, shows that BRALIRWA PLC uses media to advertise its products to the customers because 32% and 32% said it advertises through Radio and Billboard while Newspaper, TV and Internet take 16%, 8% and 12% only. As the table 4.8, indicates, 100% of respondents said that the product of BRALIRWA PLC is mostly consumed are fanta (Fanta coca, fiesta, orange, tonic), Turbo king, Mutzing, Primus, Legend, Huza, Heineken and Amstel. New products winning over new Consumers are Primus Citron and Amstel Malt have been doing well and significantly boosted our appeal to the ever more youthful Rwandan market,” BRALIRWA management noted during the presentation of the 2022 results. And true to the thought, a quick trip in various bars in Kigali will reveal that there are more youthful consumers enjoying both Primus Citron and Amstel Malt with ladies becoming fonder with the Citro beverage Through the data collected to the BRALIRWA PLC, the equities increased by 23.04% in 2020; by 20.02% in 2021 and 9.84 in 2022. The equities of Bralirwa. PLC comes from the social capital, the reserves and net income. From 2019 up to 2022 the ratios of gross profit margin were 1.18%; 8.41%; 12.56% and 14.30%respectively. This therefore means the independent variables only contribute about 86.3% to the financial performance of the company understudy while other factors not studied in this research contributes 13.7% of the financial performance of Bralirwa PLC. Referring to the research findings, all specific objectives: The findings showed that the marketing mix has a paramount influence on day to day operations of Rwanda, Bralirwa PLC by increasing the efficiency and effectiveness of diary activities which increases its positive financial performance. According to the findings above, several suggestions can be suggested to implement marketing mix in order to increase the performance of company
