The Effectiveness of Marketing Mix Strategies on Performance of Kenol Kobil Limited

Abstract

The right marketing mix strategies enable organizations to pursue their marketing objectives in the target markets and therefore achieve the organizational objectives. Application of the right marketing mix also ensures provision of the right product, at the right price, in the right place thus, ensures that resources are efficiently and effectively utilized. This study sought to determine marketing mix strategies applied by Kenol Kobil Ltd. and to determine the relationship between the marketing mix strategies and performance of Kenol Kobil Ltd. This study was based on two theories, that is, resourcebased theory and Competence based strategy theory. The research design was a case study, as it focused on marketing mix strategies in Kenol Kobil Ltd. The researcher used primary data for this study. The primary data was collected via personal interview with an interview guide. Since the data was qualitative in nature, content analysis was used to evaluate the response, draw conclusions and to derive recommendations. The study cocludes that Kenol Kobil Ltd. offers variety of products and services which are specific to the demands and tastes of specific customers. They include petroleum products such as aviation fuels, motor fuels, and liquefied petroleum gas, lubricants, industrial oils and other specialist oils. The study concludes that in terms of prices, the Kenol Kobil Ltd. normally posts same prices in the retail segment. The study also concludes that Kenol Kobil Ltd. uses three distribution strategies whereby, products for commercial activities are directly supplied to the customers, products. Moreover, the study concludes that Kenol Kobil Ltd. uses Integrated marketing communications strategy as its major promotion strategy which is designed to make all aspects of marketing communication such as advertising. The study recommends that the marketing mix strategies adopted by Kenol Kobil Ltd. should be more emphasised in order to have greater infuence on performance. In addition to price leadership strategy, formula based pricing strategy and fixed pricing strategy on retail stations, the firm can also have psycological pricing strategy in various market segment.