Marketing Management

Illegal activities were rampant throughout the Zimbabwean economy during the economic crisis experienced by the country from the year 2000 to 2008. To ensure their survival, companies were involved in illegal activities which included sourcing for foreign currency from the black market. Under these hardships, some large companies had to stop operation due to the high costs they were incurring. In the absence of large companies, small traders sustained the economy. However, when the economy started to recover the majority of these small traders folded up as they were operating illegally and some of them did not observe corporate governance principles. The paper discusses the reasons for the collapse of many small traders when the economy started to recover by analyzing their conduct in relation to corporate governance principles. The researchers adopt a multiple case study approach to arrive at the reasons for the collapse of some of the small traders. The paper demonstrates that som...

The study explores strategies universities in Zimbabwe are implementing to wade off competition. There are currently fourteen universities, excluding non-university institutions. With stiff competition, institutions’ survival is reliant on enrolments. This paper discusses universities’ marketing strategies to attract and retain both students and staff. Through the RATER Model the research rates service quality in four selected universities. Findings reveal that competency of staff, efficient service delivery, accommodation, and availability of staff to assist students, all enhance rating of university’s service quality. The study recommends continuous monitoring and improvement of service quality in a bid to make for competitiveness.

After the introduction of the multi-currency system, in 2009, with the $US dollar as the common currency, there was notable improvements in the economy of Zimbabwe, which also resulted in considerable shifts in the alcoholic beverages industry as well as significant shifts in the consumption behavior of consumers. This research looked at
1) relevance of age and consumption patterns
2) gender gap and alcoholic beverage consumption patterns
3) changing role of women and alcohol consumption related behavior.
The aim of the research was to come up with current typical alcoholic beverage consumption pattern which will enhance the strategic and tactical approach for Delta beverages and the national market as a whole as well as improve the understanding of consumer behavior on an academic perspective