Enhancing Sales through Marketing Strategies: A Case of the Cropchem Brand


  • Bertha Tembo Graduate School of Business, University of Zambia, Zambia
  • Bupe Getrude Mwanza Graduate School of Business, University of Zambia, Zambia




marketing strategies, sales volume, grochemical business, Zambia


This study investigated key marketing strategies that enhanced sales volume for agrochemical products at Cropchem. Being centred on marketing processes by businesses and organizations, the study was anchored on the “Marketing Mix” and the “Push and Pull" theories which depict concern for determining the needs of the potential customers and pushing the solutions out to those customers. The research used an exploratory qualitative design. Research data was collected using interviews and focus group discussions (FGDs) to unearth the truth on a fact-finding mission. A total of 34 individuals were interviewed; 5 each from Cropchem employees, agro dealers, commercial farmers and households supplemented by 2 FGDs (14) comprised of small -scale farmers, using purposive sampling. The research concluded that despite the challenges faced by Cropchem, ten (10) various kinds of marketing strategies were identified to have been used by the firm, out of which four (competitive pricing; physical evidence, social media and process) stood out to be effective for enhanced sales volume of Cropchem products. This shows the extent to which customer behavior was influenced by those key marketing strategies in enhancing sales volumes of the agrochemical products. Some recommendations were made, and it was concluded that not all marketing strategies used in the agrochemical business can enhance sales volume. The marketing strategies, competitive pricing, physical evidence, social media and process are key to enhanced sales volume for the Cropchem brand.  This study is expected to assist economic policy makers in designing policies that will help infant and/or local industries to survive in highly competitive business environments dominated by large foreign companies.


Download data is not yet available.


Babbie, E. (2007). The practice of social research. (11th ed.). Tsinghua: Tsinghua University Press.

Bajpai, N. (2011). Business research methods. India: Pearson Education India.

Borden, N. H. (1964). The concept of the marketing mix. Journal of Advertising Research, 4(2).

Brassington, F., & Pettitt, S. (2016). Principles of marketing. (2nd Ed.). UK: Pearson Education.

Cooper, R. G., & E. J. Kleinschmid. (2015). The impact of export strategy on export sales performance. Journal of International Business Studies, 37-55.

Chiyota, N. (2020). Implementation of a re-entry policy for teenage mothers in Zambian secondary schools. University of Pretoria, Unpublished.

Creswell, John W. (2012). Research design: Qualitative, quantitative, and mixed methods approaches. (3rd ed.). SAGE Publications Ltd. Oliver’s Yard 55 City Road London EC1Y 1SP United Kingdom.

CropChem Service limited. (2019). Company profile. CropChem. Lusaka.

CropChem Service limited. (2018). Annual financial statement. CropChem. Lusaka.

Fukubayashi, K. (2010). Agricultural chemicals sector’s business strategy. Sumitomo Chemical.

Indaba Agricultural Policy Research Institute. (2014). Annual report. IAPRI, Lusaka.

Global Market Research Report (2013). Annual report, https://ana.esomar.org/documents/global-market-research.

Irunga, N. R. (2018). Innovation strategies and performance of agrochemical companies in Nairobi country, Kenya. A Research Project Submitted in Partial Fulfilment of Requirements for the Award of the degree of Master of Science in Entrepreneurship and innovation Management, School of Business, University of Nairobi, Kenya. A Published Thesis.

Jagtap, S., & R. N. Pahurkar. (2019). An explorative study of marketing strategies of agrochemical companies: Indian perspective. International Journal for Research and Engineering Application and Management IJREAM, 4(11). doi:10.18231/2454-9150.2019.0053.

Kaite, B. M. (2016). The impact of privatization on employment, firm performance and general economic situation in Zambia. https://www.semanticscholar.org/paper.

King’ori, G. N., & Waithaka, P. (2017). Pricing strategies and performance of agro-chemical firms in industrial area Nairobi country, Kenya. International Academic Journal of Human Resource and Business Administration, 2(4), 97-107.



How to Cite

Tembo, B., & Mwanza, B. G. (2024). Enhancing Sales through Marketing Strategies: A Case of the Cropchem Brand. Management Journal for Advanced Research, 4(1), 60–67. https://doi.org/10.5281/zenodo.10654815