Armel Djomou Yangwa

Growth Strategies and Business Performance Optimization Armel Djomou Yangwa

As the economic environment becomes more and more competitive, it becomes crucial for companies, whatever their sector of activity, to define strategies not only to remain in the market, but also to grow their activities in the interest of sustainability and increased profit. This research project, based on my Master's thesis, aims to evaluate the growth strategies adopted by companies in the tobacco industry in Cameroon. Like any other sector, the tobacco industry contributes significantly to the economic and social development of the country and therefore affects the economic performance of the nation. The study is conducted using the qualitative research method. The study reveals that most companies adopt growth strategies such as: marketing strategy, pricing policy, market penetration and product development. However, it is found that although deploying their growth strategies, some companies in the studied sector fall into decline due to: quality of their human resources, the great threat of counter-band activities.