SALES PROMOTION AND PROFITS MAXIMIZATION OF MANUFACTURING COMPANIES Case study of CIMERWA plc, Rusizi District Period: 2018 – 2021

Abstract

This study entitled the sales promotion and profit maximization of manufacturing company was guided by the following objectives: to assess the extent to which the strategies of sales promotion are adopted by CIMERWA plc; to examine the effect of sales promotion on the profit maximization of CIMERWA plc, to ascertain challenges of sales promotion and suggest mitigation strategies to overcome them. Literature review went through theoretical, conceptual and empirical framework related to the sales promotion and profit maximization of manufacturing company. This study was conducted on a population of 285, among whom a sample size of 74 respondents were selected.