| dc.description.abstract | ABSTRACT
In today's competitive global marketplace, the importance of formulating an effective foreign
marketing strategy has been receiving increased attention. The relationship between foreign
marketing strategy and performance has received considerable attention in the literature
(Cavusgil and Zou, 1994; Da Rocha and Christensen, 1994.). This study therefore sought to
establish the foreign market strategies adopted by Barclays Bank of Kenya.
This study adopted a descriptive survey design. The population of interest was 60 staff currently
employed by the Barclays Bank of Kenya, which are situated in Nairobi. Primary data was
collected using structured questionnaires. Before processing the responses, the completed
questionnaires were edited for completeness and consistency. A content analysis and descriptive
analysis were employed. Descriptive statistics were used to summarize the data which includes,
percentages, frequencies and mean scores. Data was then presented using frequency tables.
From the findings, the study found that the foreign market strategies employed by Barclays bank
are use of global marketing strategies shown, sourcing strategies, research and development,
sales and customers’ service, high level of market orientation, marketing research, promotion
and advertising, new products development practices and manufacturing operations. The study
therefore recommends that in order to ensure competitive advantage in the foreign market,
Barclays bank of Kenya should ensure that they have the export knowledge, they are committed
and they should have the technological superiorities of the exported products which in earlier
studies was found to have a positive relationship with success. | en |
