Impact of Promotional Strategies on Sustainable Business Growth in a Selected Wine Processing Companies in Dodoma City, Tanzania

Purpose: Evaluated the impact of advertising strategies on sustainable growth of Dodoma wine makers in Tanzania. In particular, the study achieved the following objectives to: Evaluate the role of promotional strategies on international operations for Dodoma wine processors and identify the challenges faced by the Dodoma wine processors. Design/Methodology: Random sampling techniques applied in selection forty participants from four selected wine companies in Dodoma city and interviewed at a single point of time. Interviews, questionnaires and written review methods were used for data collection. To assess the contribution of sales strategies on the growth of wine industry, the multiple regression models was applied. Findings: They found that, discount coupons, average customer order size, and goal attainment had a positive impact on the wine store’s performance. They show that changing the homogeneity of the three metrics improved performance by 71.2%, 18.9%, and 39.4%, respectively. On the other hand, poor application of global pricing strategies, lack of response to market impulses, inadequate means of marketing products, high export costs, unfriendly policies related to exports and cultural differences, and ultimately unfavorable global pricing strategies were challenges facing countries. Research Limitation/Implications: The survey results included only four selected wineries in the city of Dodoma, not all wineries in the country. Using a case study design limits our ability to generalize insights on advertising strategy across the industry. Field Implication: Insights gained from the study is useful for all Tanzanian manufacturing wine companies regarding the impact of promotional strategies to improve export and market strategies within and outside the wine sector. Social Implication: Education gained from the research is helpful to governments to improve their current foreign trade policies and regulations targeting on the increase exports, reduce imports, encourage higher wine production and boost business performance. Also, wine processing companies should design and implement proper promotion strategies that create customer awareness and loyalty on their products at the global market. Originality/Value: The study value stays on its ability to explain the marketing promotion stimulus that can be instituted by wine producers and exporters to capture the foreign markets through increased sales.