A study of the marketing strategy of Electra Corporation

• Main Author: Cruz, Daniel Reyes
• Format: text
• Language: English
• Published: Animo Repository 1970
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/125
• Institution: De La Salle University

This study aims to quantify the markets affecting refrigerators, room air-conditioners, and television receivers which shall serve as guides to the management of Electra Corporation in setting its sales objectives. The market for each of the three products were defined, quantified, and subsequently delimited. Personal disposable income, number of households with the corresponding number of members, number of electrified households, geographical distribution and product characteristics were the data considered. Information data on each competitor were also taken into account in this study. Probable solutions to the company's major marketing problems and new methods of meeting internal and competition problems were suggested. It was found in the study that the market was still far from being saturated even though the supply increased at a rate faster than that of the market. After considering the various strategies of Electra Corporation to determine consumer wants and attitudes through interviews (consumer strategy), to develop a competitive product mix through standardization (product strategy), to modify its channels of distribution through increased independent outlets (distribution strategy), to compete in pricing through more cash discounts and incentives (pricing strategy), and to increase its prompt service through lower costs and more service facilities (service strategy), it was concluded that Electra Corporation would be in a more improved competitive situation organization-wise and sales-wise.