Effects of Marketing Mix Strategies on Sales Performance Among Medical Devices Distributors in Kenya

Abstract

The current trend of markets being global has made businesses to review their business models to remain competitive. Strategies and in particular marketing mix strategies are being utilized by organizations globally to remain afloat as competition to maintain and grow the customer base locally, regionally and globally gets tough. The general objective of the study was to investigate influence of marketing mix strategies on sales performance within medical devices distributors in Kenya. This study was based on two theories, pull and push and the marketing mix theory. The study adopted descriptive, cross-sectional design. The target population for this study comprised 110 medical devices distributors. The target respondents was the managers. Data Analysis was done using multiple linear regression and correlation analysis. The results revealed that product development strategies, promotion strategies and place strategies are adopted at great extent by medical devices distributors. Similarly, pricing strategies are adopted at moderate extent by medical devices distributors. The marketing mix strategies and sales performance have a strong connection. The research also found that when the techniques are employed separately to increase sales volumes, they have a substantial impact. The study also found that the nature of medical device distributors provides little space for them to focus on price tactics in order to increase sales volumes since the returns are so low. However, distribution plans that place a strong emphasis on distribution channels are the most effective in increasing sales performance. Local medical device distributors may follow suit and engage in interactive marketing, channel distribution methods, and product strategies to increase sales volumes and gain a competitive advantage, according to the research. Medical device distributors should use more value-based and customer-centric tactics to distinguish themselves in the market to avoid the commoditization curse.