The Role of Marketing Mix Strategies in Enhancing the Efficiency of Food Industries (The Case of Al Baraka Biscuits Factory – wad medani)

د.الفاضل تيمان إدريس, أ. تاج الدين ميرغني برير


The study aims to explore the importance of adopting appropriate marketing strategy that satisfies customers’ needs. The research followed the descriptive, analytical and case study methods. Data were collected via questionnaires and interviews, and then statistical techniques were used for the analysis. The study explored that the adoption of marketing mix strategies and programs leads to increased efficiency and achievement of desired goals. It is also concluded that consumers in Sudan prefer imported biscuits to local ones. In addition to the absence of marketing research efforts in Al Baraka factory. The study explained results and concluded with recommendations of which the most important are that, rehabilitation programs should be adopted so as to enable firms to contribute  positively to the Gross Domestic Product (GDP); as well as the essence of separate marketing department in firms so as to conduct serious marketing researches; and then firms have to adopt diversification strategies and improving the quality of the existing products.

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