| dc.description.abstract | A marketing strategy often integrates an organization's marketing goals, policies, and action
sequences into a cohesive whole. The various strands of the strategy , which might include
advertising, channel marketing, internet marketing, promotion and public relations can be
orchestrated. Many companies create strategy tactics that then become strategy goals for the next
level or group. Each one group is expected to take that strategy goal and develop a set of tactics
to achieve that goal.
Kenya's robust banking industry may have improved tremendously in terms of size, profitability
and product offering over the last 10 years but the growth does not reflect in the country's overall
development. However bank services are still limited, insufficient and inaccessible to small scale
farmers in the rural areas. This spell the essence of banks to aggressively seek market penetration
to assist in the growth of the economy as they themselves grows.
The general objective of this study was to investigate marketing strategies adopted by Barclays
Bank to respond to company demand in Nairobi. To achieve this study used a descriptive survey
design. The target population consisted of all the 44 branch managers in Nairobi regions.
Primary data was collected from the 44 managers through semi-structured questionnaires, the
data was then checked for completeness, coded and analyzed using descriptive statistics like
mean and standard deviation. The results were presented using tables, graphs and charts for ease
of understanding | en |
