African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4188

Full Length Research Paper

Application of the elements of marketing mix by business start-ups during incubation: A case of Makerere University in Uganda

Anthony Tibaingana
  • Anthony Tibaingana
  • Department of Marketing and Management, School of Business, College of Business and Management Sciences, Makerere University P. O. Box 7062, Plot 51 Pool road, Kampala Uganda.
  • Google Scholar

  •  Received: 02 July 2018
  •  Accepted: 17 September 2018
  •  Published: 28 January 2019


Firm incubation and marketing mix are not new concepts in the business world. They have been existing for decades and their meaning has been explained in real business sense. Despite being in existence for long, little is known about how marketing mix elements (popularly referred to as the “Seven P’s”) are used by business start-ups during incubation. Data were collected from owners of start-up businesses in the incubation centres at Makerere University, Kampala Uganda. The study adopted a qualitative research method because owners of start-ups see the application of marketing mix elements as paramount. Data were analysed with Nvivo 10 software. The findings show that the critical marketing mixes used for start-ups are people, price, product, and place. However, it was revealed that the way the marketing mixes were applied in start-ups is not clear. The majority did not know how to apply the marketing mix in running their businesses. It is recommended that incubation centres should put more emphasis on applying the marketing mix during the mentoring and coaching processes. This should become a policy in all incubation centres for start-ups to be successful.  


Key words: Business, incubation centre, marketing mix, start-ups.