Product management strategies in a “dollarized” economy. a case study of zimbabwe's consumer products manufacturing sector (2009 – 2014)

The purpose of this study was to establish product management strategies that can be employed by firms operating in a multi-currency economic system which is also experiencing depressed demand for consumer goods. The study was based on two cases of the largest consumer goods manufacturers in Zimbabwe. The study's proposition was that the two firms had adopted aggressive product management strategies which made their products competitive. The results of the study were based on in-depth interviews with marketing executives in both cases and other field observations. The findings confirm that the firms operating in such a restrictive can survive by adopting aggressive product management strategies which include adding new product features, qualities and extending their product lines.