Promotional Strategies and Market Performance of Logistic Companies in Kenya: A Case of Dalsey, Hillblom and Lynn Supply Chain Ltd
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Date
2018-10
Authors
Mbiti, Justine Mbula
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
The logistic service companies in Kenya face intense competition since liberalization of
Kenya‘s economy early 1990. The companies have resorted to promotional strategies as a
counter measure to the ever growing competition. Despite the expenditure on
promotional techniques there is no concrete evidence of expanded overall performance as
affected through these strategies and at the same time adequate facts on contribution of
promotional techniques on the company‘s overall performance is lacking. This study
sought to establish the effect of promotional strategies on market performance of Dalsey,
Hillblom and Lynn (DHL) Supply Chain Limited. The study was guided by the following
specific objectives: To determine the effect of advertising strategy on market
performance of DHL supply chain limited, to establish the effect of personal selling
strategy on market performance of DHL supply chain limited, to investigate the effect of
public relations strategy on market performance of DHL supply chain limited and to
examine the effect of sales promotion strategy on market performance of DHL supply
chain limited. This study was based on speech accommodation model of advertising,
attribution model and push model, as it sought to establish the promotional strategies and
market performance of logistic companies in Kenya. A descriptive research design was
used in this research. Case study research design was adopted. The target population for
this study was 554 employees of the branches of DHL Limited. Stratified random
sampling technique was used to select the sample of 166 employees who were issued
with questionnaires. The questionnaires were collected after three days. The researcher
scrutinized the filled document analysis record sheets and questionnaires. Analysis of
quantitative data was done using SPSS (Version 20) and presented using means, standard
deviations and percentages. The information was organized using tables and in proseform.
On sales promotion, the respondents believe that sales promotion have effect on the
market performance of the firm. Respondents indicated that the good Public relations
established between the firm and its client has immensely contributed to the market
performance of the firm. It was observed that adopting personal selling plays a major role
to increase market share and sales, reduce costs, and build solid customer relations. It was
concluded that promotional strategies have a positive effect on the performance of
logistic companies in Kenya It is recommended that the company should develop
comprehensive and effective advertising strategy to enhance its performance. The
researcher suggests that there is need for further study on other strategies that have
impact on market performance in other companies. This study is significant as it
enlightens the management of logistic companies on how promotional strategies affect
market performance of their companies. Further, the study assists policy makers in
designing appropriate promotional strategies for logistic companies besides adding
information to the library of knowledge for reference by future scholars.
Description
A Research Project Submitted to the School of Business in Partial Fulfilment of the Requirement for the Award of Degree in Executive Master of Business Administration of Kenyatta University