The extent of use of marketing mix variables in the sugar industry in Kenya
Abstract
The study had two major objectives. The first objective sought to
determine the extent to which marketing variables are applied by the
sugar industry in Kenya. The second objective sought to identify the
constraints experienced by the sugar firms in the application of the
variables. Data was mainly gathered through structured questionnaires
and analyzed through mean scores and percentages.
The findings have brought out several pertinent issues. The sugar Industry
in Kenya applies the marketing mix variables but to a little extent.
Product, pricing and promotion are least applied as opposed to place or
distribution which is applied to a large extent. It was found out from the
survey that privately owned sugar companies practice marketing to a
larger extent compared to the government owned companies.
The challenge therefore, is for the sugar companies to intensify their
marketing practices to match the increased competition especially from
the COMESA(Common Market for Eastern and Southern Africa) region and
the International markets. Product development or building strong brands
can only be successful through the application of marketing variables to a large extent.
The respondents however indicated that they are facing a number of
constraints in the application of the marketing variables. Some of the
constraints experienced includes; cost of production, polities and
Government legislation and the fast changing trends in technology. While
some of the constraints are external, therefore not under the control of
sugar firms, the industry should however strive to counter them.
Publisher
School of Business, University of Nairobi
Description
Master of Business Administration