Using Marketing Strategies to Increase Market Share and Profit

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ACKNOWLEDGEMENT

I would like to express my thanks to my advisor, for his suggestions, comments, patience and understanding. Very special thanks to my parents, my father, my mother, my brother and my sister who were continuously supporting me throughout my life and leaving me free in all my decisions. I would also like to thank my colleagues for his technical support whenever I needed. I would like to thank to Department, all the university managers, teachers and students with whom I have worked.

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DECLARATION

I declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. I further declare that this work has not previously been presented in whole or part, for any other award, or published in whole or in part elsewhere, including this university. Furthermore, it represents my own opinions and not necessarily those of the University.

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ABSTRACT

The way and means of doing business have been changing rapidly over the year and these changes are effecting organisation's profit level in different ways, as higher level of competition been faced by all organisations; therefore, retail industry is trying to make a strong hold in the market by adopting different type of price strategy at the right time to compete others. Therefore, the primary aim of the report will be to find out how today's organisations are using various type of price strategies to gain high profit level, as well as high market share. For this research the questionnaire survey has been conducted. To effectively design and manage pricing strategies, marketers must consider cost as well as the perception of customers and the reactions of the competitors especially in high competitive markets. As we know, pricing decision for modern organization is complex and important. Traditionally, these decisions have been determining by following the pricing practices of another organisation, or by following pricing practices established in the past. “Strategic pricing is actually the interface between marketing and finance”. It involves finding a balance between the customers' desire to obtain good value and the firm's need to cover cost and earn profits. Strategic pricing required anticipating pricing level before beginning product development. Thus, the only way to ensure profitable pricing is to reject those ideas early for which adequate value cannot be capture to justify the cost. Strategic pricing also requires that management take responsibility for establishing a coherent set of pricing policies and procedures, consistent with its strategic goal for the company. To analyze the gather data set several statistical techniques were used. Findings of the study suggests that a significant difference in levels of market concentration depending upon whether the organizations pursued a skimming or a penetration policy. In particular, the ANOVA results showed early growth stage concentration averaged 18.4 points over maturity levels for penetration pricers and 3.6 points under maturity levels for price ...