ASSESSMENT OF THE APPLICATION OF MARKETING PRINCIPLES AND PRACTICES

Name of the interviewer(s): .…………………………………………………………

…………………………………………………………..

…………………………………………………………..

Name of the Interviewee: ……………………………………………………………

Date of interview: …………/12/2010

A. Company Profile

• When was this company founded?

• Who founded this company?

• What type of business organisations is this company? (1) Sole proprietorship (2)
Partnership (3) Private Limited Company (4) Public Limited Company (5) Other
Specify: ………………………………………

• What was the sources and amount of the initial

capital? ......................................................................................................................
.

• What is the capital structure of your company? (Establish ownership of the

company by establishing the percentage of share capital (equity), loans, etc))

• What is the size of this company now?

(1) Capital turn over…………………………….………………………............

(2) Number of total Employees…………………………………….…………

(3) Of the total employees how many are in sales force? .................................

(3) Production Units and their locations…………………………………

 • Where is the distribution unit located? ...................................................................

• What is the main focus of production of your company?

• What are all the products that your company produces? (List all)
……………………………………………………………………………………..

• Do you export any of your products? (1) Yes (0) No

• If yes, which of your products do you

export? ................................................................................................

• If yes, what is the company’s current level of export revenues?.......................

• Which banks hold your financial facilities?……………………………………..

Vision

• What is the vision of your company?

Mission

• What is the mission statement of your company?

Company Goals/Objectives

• What are the goals/objectives of your company?

Company Organisational Structure

• What is the organisational structure (emphasise on marketing)?

B. Production

Raw Materials

• What are the raw materials that your company uses?

• From where do you obtain the raw materials (own production? name suppliers)

• How do you get the raw materials (directly from the producer or suppliers’ door
step or they bring the raw materials at your door step)?

• How often do you purchase raw materials? (monthly, seasonally, etc)

• What is the average cost of raw materials per month?

• If raw materials are not available, are there any alternative sources of raw
materials?
Products Profile

• What are the major products that your company produces? ……………………

• Are there any by-products? (1) Yes (0) No.

• If yes, what are the by-products of your company?

• What is the current production level of each of your

products?....................................................................................................................

Manufacturing Technology

• Could you explain the manufacturing or extraction steps/procedures involved in

the of processing of raw materials into finished products (if more than one
product, explain steps for each product)

• What are the names for each process or set of procedures followed in the
conversion of raw materials into finished products?
Quality Control and Assurance

• What are the research and development strategies when designing your products?
 • What quality control and assurance measures does your company follow right
from
1) Purchasing of raw materials..........................................................................
2) Manufacturing process.................................................................................
3) Distribution of your products to ensure health safety?..............................

• What quality assurance standards does your company follow? (i.e. ISO,
AGMARK, GMP, HACCP, etc?)

C. Marketing

Marketing Objectives and strategies

• What are the marketing objectives of your company? (list all the objectives)

• What marketing strategies does your company follow?(Please explain with

examples)

• What are the markets for your products? (name local, national and international
markets for each product)

• How did your company find these markets?

• What is your share of the market for each product?

• What are your future prospects of the market share?

Product(s)

• What are the product lines of your company?

• How do you brand your products?

Pricing

• What are the pricing objectives and policies of your company?

• What are the pricing practices followed by your company?

• How to you set prices for the various products that you produce?
 • When pricing your products what margins do you provide for the distributors
and/or retailers (if any)

• Does your company have a Credit Sales policy? (If yes, explain)

• If yes, how does your credit policy affect the pricing of your products?

• How do Government regulations affect the pricing of your products?

• What are the pricing practices of your competitors?

• How do the pricing practices of your competitors affect pricing of your products?
Positioning

• What are your company’s advertising objectives and annual expenditure?

• What are your company’s Sales promotion activities?

• What activities do you have for Publicity of your company?

• Do you engage in direct marketing practices?

• Which are the Media that your company rely on for positioning?

• How effective are your positioning strategies?

Marketing Information System (MIS)

• What other activities do you have for development of your products?

• What are the sources of market information for your company? (Explain)

• How does your company obtain marketing information? (Explain)

• How does the information help you in marketing planning?

• Do you have any problems in sourcing marketing information? If yes, explain.

Growth of Marketing

• What is the level of growth of marketing of your company’s products? i.e.

(1) Growth in the number of distributors in the last 12 months…………………
(2) Average increase in sales levels per month, etc.……………………………….
Customer Services

• What after-sale services has your company put in place in order to take care of the
needs or suggestions of the customers?

• How does your company obtain feedback from customers and respond to the
issues they raise?
Competitors

• Who are your main competitors? (list all or exp[lain)

• What are the strengths of your competitors?

Channels of Distribution

• How does your company distribute the final products to reach the final
consumers? (establish the channels of distribution) (probe)
Employer-Employee Relationship

• What measures has your company put in place to ensure the wellbeing of your
employees?

• How does your company ensure health and safety of your sales workforce in their
work environment?

• What are the monitory and non-monitory motivation techniques that your
company use to improve the performance of your sales workforce?
SWOT Analysis

• Could you explain the (1) strengths (2) weakness of your company (probe)

• Could you also explain the (3) threats and (4) opportunities for your company
(probe)

• What is the image of your company in the market?

PEST Analysis

• Explain the political environment in which your company operates. How does it
affect your business?

• Explain the economic environment in which your company operates. How does it
affect your business?

• Explain the social environment in which your company operates. How does it
affect your business?

• Explain the technological environment in which your company operates. How

does it affect your business?
Corporate Social responsibility (CSR)
• What are the social activities of your company?
Waste Management
• How does your company manage the wastes it produces?

Do you have any final words or remarks regarding the issues discussed up to this point?

Thank you for your time, responding to the questions and your patience.