Nzioka, John Fundi2026-02-132026-02-132025-08https://ir-library.ku.ac.ke/handle/123456789/32419A Research Project Submitted to the School of Business, Economics and Tourism in Partial Fulfilment of the Requirements for the Award of the Degree of Master of Business Administration (Project Management) of Kenyatta University, August 2025. Supervisor 1. Elishiba MurigiSmall and Medium Enterprises (SMEs) contribute significantly to Kenya’s economy by creating employment, generating income, and driving innovation. In Embu County, however, many SMEs struggle to sustain growth and achieve optimal performance, with high failure rates attributed to challenges such as inadequate market penetration, declining sales, and limited profitability. While marketing mix strategies are critical drivers of firm performance, their application and impact among SMEs in this region remain underexplored. This study examined the effect of four marketing mix elements—product strategy, pricing strategy, e-promotion strategy, and distribution decisions—on the performance of selected small and medium manufacturing enterprises in Embu County, Kenya. Guided by the Dynamic Capabilities Theory, Business Performance Theory, Systems Theory, and Diffusion of Innovations Theory, the study adopted a descriptive survey design targeting 53 SMEs. A census approach was used, with business supervisors as the primary respondents. Data were collected using structured questionnaires, which underwent pilot testing to ensure clarity, validity, and reliability, with Cronbach’s alpha coefficients exceeding the 0.7 threshold. Descriptive statistics (means and standard deviations) and inferential analyses (Pearson correlation and multiple regression) were applied. Results revealed that product strategy (β = 0.091, p = 0.041), pricing strategy (β = 0.600, p = 0.000), and e-promotion strategy (β = 0.534, p = 0.000) had positive and statistically significant effects on SME performance, while distribution decisions had a positive but non-significant effect (β = 0.041, p = 0.540). The study concludes that product differentiation, competitive pricing, and effective e-promotion significantly enhance SME performance in Embu County. It recommends that SME managers prioritize innovative product development, adopt competitive and flexible pricing models, and leverage digital promotion platforms to expand market reach. Although distribution decisions were not statistically significant, improving logistical efficiency could indirectly boost customer satisfaction and long-term competitiveness.enThesis