Export Marketing Strategies and Performance, Kakuzi PLC

Abstract

Export marketing strategies are considered to influence firm performance directly or indirectly if effectively managed. Export marketing strategies are developed and implemented by the organizations with the aim of increasing sales volumes and sales growth. Kakuzi Plc has faced performance challenges in the last two decades and this has mostly been caused by reducing prices and increased competition from foreign agricultural firms. This has also been mainly contributed by intense competitive environment created domestically and complemented by regional integration initiatives. The objective of the study was to establish the effect of export marketing strategies on performance of Kakuzi Plc. This study was based on two theories, internationalization process theory and internalization theory. The research adopted a case study approach and an interview guide was used for collection of data. Content analysis was used to analyze data which was qualitative in nature. The study established that Kakuzi Plc differentiates its products from its competitors in the market in terms of packaging. The finding revealed that the pricing strategies is used often include market-based pricing, marginal pricing and full cost pricing. Kakuzi Plc sells to retailers, who in turn have their own distribution retail store outlets that sell directly to the customers. Kakuzi Plc promotion strategy also include in store promotion/ activations. Export marketing strategy have really helped Kakuzi to enhance performance. Export marketing approaches had a positive impact on customer satisfaction. The study recommends that the management of Kakuzi Plc should keep experimenting with export marketing strategies since they complement each other and boost performance.