The Influence of Marketing Audit in Parastatals Performance: A Case of Kenya Power Company
Loading...
Date
2014-07-31
Authors
Odote, Bonventure Onyango
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
The study was on the effects of marketing audit on the performance
of parastatals. It was done in Kenya Power Company. The objectives of the study were to establish how marketing environment audit affects the performance of Kenya power Company, to determine how marketing strategies audit affect the performance of Kenya power Company, to investigate how marketing systems audit affects the performance of Kenya power Company and to find out how marketing function audit affects the performance of Kenya power Company. The study will be of great help to the management of Kenya power Company. They will be able to appreciate the importance of marketing audit. They will be able to strengthen their marketing audit and identifying threats activities. This will make them able to identify opportunities
and weaknesses. They will therefore become more competitive, profitable
and successful, their sales volume will grow. The customers of the company will also get better services as a result. The study will also form a basic for future researchers. The researcher adopted descriptive survey. He used simple random sampling techniques. were the main instrument for data collection. The questionnaires had Questionnaires both closed ended and open ended questions. Open ended questions were used to collect qualitative data while closed ended questions were used to collect quantitative data. The questionnaires were tested on a sample of respondents check on their reliability and validity. Data was analyzed using descriptive statistics. The findings
were presented in tables, pie charts and graphs. From the findings it can be concluded that marketing environment audit increases sales revenue to a very great extent, increases profitability to a very great extent, increases market share to a very great extent and increases share price to a large extent. From the findings of this study it can be deduced that marketing strategy audit leads to improved sales revenue to a very great extent, increased profitability to a very large extent, increases market share to a great extent and improves share price to a very large extent It can also be concluded that marketing organization audit leads to improved sales revenue to a very great extent, increased profitability to a very large extent, increases market share to a
great extent and improves share price to a very large extent.. Marketing function audit leads to improved sales revenue to a very great extent, increased profitability to a very large extent. increases market share to a great extent and improves share price to a very large extent. . It can therefore be concluded that by the firm adopting audit it has been able to change its distribution through rural electrification and other methods. This has made the company grow in market share, sales revenue sales volume and share price and there fore profits. The researcher would Iike to recommend to the management of KPC to establ ish a permanent Management Information System department to be scanning the environment on a continuous basis. They should recruit a professional staff to be manning department.
They should do a thorough customer analysis to find out all the other factors that affect consumption behavior of clients. This will enable them to know the exact needs of the clients so that they will be able satisfied them by offering appropriate products. They should also do a competitor analysis so as to know their objectives, strategies strengths and weaknesses as these are likely to hinder the achievement of their plans this will enable them to have better
strategies to make them more competitive. The study was on the influence of
Marketing Audit on the performance of parastatals. Other researchers should do
studies to determine the influence of Marketing Audit on the performance of
manufacturing organizations.
Description
HF 5415.16 .O3