Analyzing the Marketing Strategy of Soft Drinks in Bangladesh: A Study on RC (Partex Beverage)

Md. Ashraf Harun, Mohammad Afsar Kamal, Mohitul Ameen Ahmed Mustafi


Marketing strategy is a long-term course of action design to optimize application of the scarce resources at the disposal of a firm in delivering superior customer experiences and promote the interests of other stakeholders. Marketing strategy is intimately tied with strategic planning- the process of creating a firm strategy. Marketing strategy should be linked with the firms’ mission and values (although these elements are not strictly part of marketing strategy). Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. This research analyzes the “the marketing strategy of soft drinks in Bangladesh: a study on RC (PARTEX BEVERAGE)”. A total of 323 soft drinks customers were interviewed with a structured questionnaire. This research explores the demographic characteristics of soft drinks customers, their usage patterns, the factors behind the customers’ satisfaction and the reasons behind the selection of soft drinks in Bangladesh. This research is helpful not only for the people who are related to soft drink industry in Bangladesh, but also the people who are interested in conducting further research in this area.

Keywords: Marketing strategy, Soft drinks Customer, Customer Satisfaction, SWOT Analysis.

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ISSN (Paper)2222-1905 ISSN (Online)2222-2839

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