MARKETING STRATEGY AND EVAULATING
THE CONTEMPORARY CHALLENGE IN
MARKETING EFFECTIVNESS: A case study of Tikur Abay Transport Share Company

By: Belay Getachew

A senior essay submitted to St. Mary’s University College in partial fulfillment of the requirements for the degree of
Management in Distance Education Division

July 2009
Addis Ababa

Chapter One Introduction
1. Back ground

In present competitive world and business environment things would not move in a steady way and as planned. As a result for the past few years every organization and company follows the pattern of strategic planning process. In most of business organization, besides creating strategic or business plan, it will be
Business services may be technical, such as computer repair contracts, or non technical, such janitorial service. Non technical services usually can be sold at cross horizontal markets. Typically the reliability of delivery of the service is important.

Because services are intangible, it is important to focus the marketing effort on managing the personal relationships between service personnel and contact people within customer organizations. Research indicates that although business customers have few problems conceptualizing the benefits of a new service they do have difficulty in evaluating the quality of service. Providing the customer with evidence relating to the intangible (land often invisible) services can be helpful in this regard. Thus, whenever possible, the business marketer should create tangible reminders that the service has been performed. For example, after applying fertilizer or insecticide, a landscaping service might sick a small notice in the lawn indicating the type of treatment and the date before leaving the work site. The key point is that business marketers should strive to communicate to customers the quality of the service they provide. (1998: 15-16).

Even the companies do have a marketing strategy and planned accordingly, there may have some challenges on