Corporate Image Management Strategy and Performance of Sugar Companies in the Western Region of Kenya
Loading...
Date
2020-10
Authors
Wanyama, Mildred Bakhoya
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
Sugar firms have been constantly under threat of collapsing possibly after their dismal
performance, leading to perception of poor corporate image. For instance, Sugar
Companies in western region have been continuously receiving a negative corporate
image attributed to their dismal performance. The dismal performance threatened the
firms with their collapse. There have been reported incidences by various stakeholders
touching on performance of the companies. This study was about corporate image
management strategy and performance of sugar industries in the Western Region Kenya.
Corporate image management involves a composite psychological impression which
continually changes with the firm's circumstances, performance, pronouncements and
media coverage. Similar to a firm's reputation or goodwill, it is the public perception of
the firm rather than a reflection of its actual state or position. The study involved
determining corporate image management strategy and performance of sugar companies
in the Western Region of Kenya. The study sought to determine and quantify the impact
of components associated with image management on a sugar company’s performance.
Functional, attitude, emotional and beliefs components were identified as the most
suitable image management elements to be assessed in this study. The evaluation
depicted exclusive relationships between these image management components and
company performances within the sugar industry in the western region of Kenya. The
study used a purposive sampling method to draw a sample of 55 respondents from
relevant departments in 11 sugar companies based in Western region of Kenya. A
descriptive survey research design was used in this study. This assisted in collection of
data from the members of the population in this case on Corporate Image Management in
Sugar Companies in western region of Kenya. The field data was analyzed using the aid
of SPSS software, frequencies and measures of central tendency and dispersion of the
mean and standard deviation was used to summarize the characteristics of variables in the
study. Multiple regression analysis was used to test the hypothesis. The findings also
assisted the company management to figure out the strengths and weaknesses of their
companies or organizations, create positive and assertive images with their regional and
global images towards their clients. The study concluded that the functional component
strategy of corporate image management among the firms was to a moderate extent
applied through company identity and CSR. It was concluded that emotional component
strategy of corporate image management as customer service, feedback, service charter
and feedback mechanism to an average extent was applied and hence influenced
performance of sugar companies in Western region of Kenya. The study further
concluded that to a significantly moderate extent, the sugar companies embraced attitude
and beliefs component strategy of corporate image management which contributed to
positive performance of the sugar processing factories in western Kenya. The study
recommends that the firms need to enhance their corporate image management strategies
to turn around their performance. The study also recommends that the sugar factories
need to improve their resource management mechanisms and efficiency to reduce losses
and customer deliveries. The study recommends that the companies need to improve
customer service by producing quality products, well packaged, branded and handle
customer concerns in timely and professional manner.
Description
A Research Project Submitted to the School of Business in Partial Fulfilment of the Requirement for the Award of Degree in Master of Business Administration (Strategic Management) of Kenyatta University, October, 2020
Keywords
Corporate Image Management, Strategy, Performance, Sugar Companies, Western Region, Kenya