Browsing by Author "Chege, Peter Maina"

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    Application of Marketing Mix Strategies and the Effect on Market Performance of Motor Vehicle Dealers in Kenya
    (International Knowledge Sharing Platform, 2019) Githinji, Mercy Nkirote; Mbugua, Doris; Chege, Peter Maina
    The environment in which organizations operate is constantly changing with different micro and macroeconomic factors influencing the organization’s performance. Coping with the increasingly competitive environment has called on firms to rethink their marketing strategies. The need to respond to market changes on a daily basis, and the difficulty of predicting the direction of such changes means that organizations must strategically focus on their core competences and capabilities. The World Bank report (2015) clearly indicates that motor vehicles imports in Kenya have increased with 2.0% in the year 2015. However, this ratio keeps on changing depending on macro-economic factors such as increase or decrease on imports duty. Entry of new competitors into the market has caused a drastic change not only to the specific companies operations, but also to their products and services in the demanding market. The competition in the markets has created an attention for these companies to review their marketing strategies in order to remain relevant in the market. One of the determinant of performance is marketing mix focusing on the product, its price, its position and how well it is known by its customers. Studies show that application of marketing mix strategies influence the level of sales. However, minimal research exists on this relationship. Therefore, this study sought to establish the effect of marketing practices on market performance of Motor vehicle Dealers in Kenya. The study adopted four major practices namely; product strategies, price strategies, positioning strategies and promotion strategies and market performance as the dependent variable. Porters Five forces model, Resource based view model, stakeholders’ theory and pricing theory were applied to explain the empirical literature. The study area was in Nairobi County, while target population of the study was the 7 major Dealers in cars. The study sampled at least one respondent from each management offices in the marketing department. Therefore, the study target a total of 21 respondents. Data was collected using self-administered questionnaires. Descriptive statistics such as frequencies, percentages, means and standard deviations will be used to analyse the data. A regression model was used to measure and explain the relationship of the study variables. The study concludes that the four strategies namely; product strategies, price strategies, positioning strategies and promotion strategies had a significant effect on performance. The study recommends that to achieve a high output, there is need to utilise all the four strategies as each has a specific contribution to the performance.
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    The Effect of Market Forces on Performance of Dairy Industries in Kenya. A Case of Kenya Cooperative Creameries
    (International Knowledge Sharing Platform, 2015) Chege, Peter Maina; Bula, Hannah Orwa
    Milk and milk products consumption is common throughout the world. Dairy industry is one of the food industries that make a big contribution to the income of Kenyan farmers as well as food for Kenyans. Kenya Cooperative Creameries (KCC) has been the sole formal sector dealing with milk for over 60 years. However, the milk sector was liberalized in 1992. A lot of research has been done on how strategic practices affect performance. However, there exists minimal information on how market forces affect performance of dairy industries in Kenya. It is in this view that this study aimed at assessing the market forces and performance of dairy industry a case of KCC. A cross sectional analytical research design focusing on a case study was adopted for this study. This study targeted a sample of 32 senior management staff of KCC. A research-administered questionnaire and an observation check list was used to collect information on strategic management practices and performance indicators. Tools were tested for validity and reliability. Data was coded, cleaned and analyzed using SPSS software. Descriptive statistics such as frequency, means and percentages were used to summarize the data. Chi-square test was used to establish the relationship between study variables. Qualitative data from open ended questions was analyzed by coding, combining similar responses together and determining the emerging themes. Results show that the main challenges faced by KCC are the threat of new entrants, which reduced sales, threat of substitute products which led to price reduction, the bargaining power of customers to lowering of prices so as to maintain these customers, bargaining power led to procurement of milk at a lower price. In addition, the intensity of competitive rivalry led lowering of prices leading to low income. This study concludes that the type of market forces adopted affected performance. These are the entry of new firms, presence of substitute products in the market, the bargaining power of customers and suppliers and the competitive rivalry is a major determinant of the competitiveness of the firm.