Marketing Strategies and Market Share Growth in the Rwanda’s Coffee Industry; A Case of Coffee Business Centre

The purpose of this study was to assess the effect of marketing strategies and market share growth in Rwanda’s coffee industry. The study was guided by the following specific objectives:  To determine effect of product strategy on the market share growth for coffee business centre ltd; to examine the effect of pricing strategy on the market share growth for coffee business center ltd and to assess the effect of digitalization strategy on the market share growth for coffee business center ltd. This study adopted a descriptive design. The study’s target population as well as sample size was 110 respondents; the sample size was selected to yield reliable results. The study conducted inferential and descriptive statistics. The showed that there is strong positive correlation between product strategy and market share growth of coffee business center at r=.836; On the other hand, the results showed that there is positive correlation between pricing strategy and market share growth for coffee business center ltd at r=. 818, Furthermore, digitalization strategy influences the market share growth for coffee business center ltd at positive correlation of. 807. Based on the regression analysis, product strategy, pricing strategy and digitalization strategy effect market share growth at R2=0.765; the study concluded that combination of product strategy, pricing strategy and digitalization strategy influence highly the market share growth for coffee business center. Furthermore, the research recommend that pricing strategy should be implemented in effective manner as the way of increase company profitability as well as expanding market share. Further, digitalization facilitates company to increase sales, hence regularly posting and updating company products on website and social media is needed to increase market share for coffee business centre. Keywords: Marketing strategies, market share growth, coffee industry, Rwanda