Browsing by Author "Mutinda, John"

Now showing 1 - 3 of 3
  • Thumbnail Image
    Item
    Digital Marketing Practices and Performance of Small and Medium Enterprises in Nairobi City County, Kenya
    (IJARKE Business & Management Journal Vol. 6, Issue 4, 2024) Otieno, Calvin Omondi; Mutinda, John
    The effect of digital marketing on success of Small and medium enterprises serve in Kenya is not clear and most studies have presented contextual gaps, conceptual gaps and methodological gaps. The general objective was to ascertain the effect of digital marketing on the performance of SMEs in Nairobi City County, Kenya. The specific objectives were to determine the influence of search engine marketing, content marketing, data-driven marketing and social media marketing on performance of Small and medium enterprises serve in Nairobi City County, Kenya. The research was underpinned on technology acceptance model, marketing equity theory, social penetration theory and innovation diffusion theory. Descriptive research design was used where 17,116 SMEs were targeted. Stratified sampling was used to cluster the SMEs into seven categories. Krejcie and Morgan sampling technique was used to sample 290 SME owners. Primary data was gathered through a questionnaire. A pilot study was done in Nairobi City County and targeted 29 SMEs owners, at least five from each the seven categories. The research analyzed data through SPSS where descriptive and inferential statistics was generated. Data was displayed in tables and figures. The study concluded that search engine marketing, content marketing, data-driven marketing and social media marketing affected the performance of SMEs in Nairobi City County, Kenya and that search engine marketing, content marketing, data driven marketing and social media marketing all had a favorable and substantial effect on the performance of SMEs in Nairobi County. The research recommended that these organizations should prioritize achieving high search engine rankings for their website and ensuring that the website is easily accessible which would improve the overall performance of the agencies. Organizations, regardless of their overall effectiveness in content marketing, should prioritize the creation of an audience. Analyze the coherence and retention of their ideas to enhance their overall effectiveness. businesses should give priority to conversion rather than leads. In the current market, this involves analyzing data to identify the specific locations where prospective clients allocate their time, and then tailoring relevant material to target them. organizations should determine the social media platform on which their target audience allocates the most amount of time.
  • Thumbnail Image
    Item
    Effect of Pricing Strategy on the Performance of Pharmaceutical Distributors in Nairobi County, Kenya
    (International Journal of Social Science and Humanities Research, 2024) Miriti, Ben David; Mutinda, John
    The pharmaceutical industry's poor performance can be attributed to the high levels of domestic and international competition it is subjected to from raw material importers and finished product manufacturers. Reforms such as generic strategies on performance, standardizing protocols and practices in the pricing and delivery of pharmaceutical and non-pharmaceutical supplies, and lowering the barriers to entry for pharmaceutical companies are needed to ensure that Americans have access to low-cost medical products without having to sacrifice their financial stability. Therefore, pharmaceutical distributors need to strategize ways to increase their edge over foreign competitors. Therefore, this study seeks to investigate the effect of pricing strategy on the performance of pharmaceutical distributors in Nairobi County, Kenya. This investigation utilized a descriptive design as its research strategy. For this study, 45 drug wholesalers from Nairobi County were the subjects. The CEOs, GMs, and marketing managers of the pharmaceutical distribution corporations made up these distributors. The study's methodology included polling Nairobi-based drug wholesalers. The study used a structured questionnaire to achieve this goal. For reliability and content validity, Cronbach's alpha was used. The primary method of data collection for the study was to conduct interviews with managers. The data was coded and then analysed using SPSS, Version 22.0. We determined the association between the dependent and independent variables by employing regression and correlation analysis. The findings indicate a robust relationship between pricing and performance. The study concludes that implementing an effective pricing strategy can help pharmaceutical distributors in Nairobi County, Kenya, gain a competitive advantage and increase their market share. The study recommends that the firms should conduct thorough market research to understand the demand and supply dynamics of pharmaceutical products in Nairobi County. This includes analyzing the pricing strategies of competitors, identifying customer preferences, and assessing the purchasing power of different customer segments.
  • Thumbnail Image
    Item
    Turnaround Strategies and Performance of Private Universities in Kenya
    (Reviewed Journal International of Business Management, 2025-04) Toromo, Cynthia Jerono; Mutinda, John
    The focus of this study was on turnaround strategies and performance and specifically on management, asset and financial restructuring and staff rationalization as elements affecting private universities’ performance. Stage theory of successful turnaround anchor ed the research as supported by resource - based view theory and the balanced scorecard model. This study adopt ed a descriptive research design and target ed the top five private universities in Kenya based on uni - ranking . The study respondents were principals of colleges and directors , the sample size wa s 83 respondents and 64 filled and returned the questionnaire, making a response rate of 77%. There was collection of primary data from semi - structured questionnaires but the instrument was first pilot tested using 8 respondents from Daystar University . Th e aggregate Cronbach Alpha of 0.788, confirmed the reliability of the instrument as it was above the threshold of 0.7. For the collected quantitative data, descriptive and inferential analysis was done and revealed positive association between the variable s. The findings showed that staff rationalization had the biggest effect on performance of the private universities in Kenya. Management restructuring had the second largest effect to performance, followed by asset restructuring and financial restructuring . For the qualitative data, the conducted content analysis established that respondents agreed that these four types of turnaround strategies affected performance . The study concluded that the top five private universities have adopted and implemented turn around strategies by restructuring its management structure to a leaner and efficient operation system. It has also reduced and laid - off excess number of employees and retained only the most competent and qualified staff to handle different tasks at the un iversity. The study further concludes that restructuring the assets, selling off the assets that are not needed and optimal use of financial resources resulted in high performance in terms of high enrolment and graduation numbers of students. The study rec ommended the custom - making management structure, and recruiting and retaining highly skilled and talented employees to handle different assignments at the university. The recommendations further suggested disposing off obsolete assets and prudent managemen t and use of financial resources for attaining the university’s mandate. It also shows the valu e of private universities and through utilizing the turnaround strategies, the universities can offer quality higher education. Quality graduates will contribute to socio - economic growth and development of the nation through innovations and inventions that can solve the problems facing the general public.