dc.contributor.author | Lutomia, Shikanga S | |
dc.date.accessioned | 2013-05-11T07:03:32Z | |
dc.date.available | 2013-05-11T07:03:32Z | |
dc.date.issued | 2006 | |
dc.identifier.uri | http://erepository.uonbi.ac.ke:8080/xmlui/handle/123456789/21670 | |
dc.description.abstract | The increase in the number of dealers in the motor vehicle market has led to more
competition, increased choice for consumers, lower prices, and lower margins in the
industry. In such a crowded market environment, marketing planning is a key way in
which the formal motor vehicle companies can adequately identify and analyze their
competitiveness. It was however not known if the incumbent companies in the
industry do marketing planning to enhance their competitiveness in the Kenyan
market.
This study had three objectives. The first objective was to establish if companies in
motor vehicle industry in Kenya prepare marketing plans to develop and sustain
competitive advantage. The second objective was to determine the steps followed in
preparing the marketing plans. The third objective was to establish the challenges
encountered in preparing the marketing plans among motor vehicle companies in the
industry.
In undertaking the study, all the motor vehicle companies operating in Kenya and
which were members of the Kenya Motor Industry Association (KMIA) were
considered. Data collection was done by use of questionnaires reinforced by personal
visits and telephone calls. A total of 12 questionnaires were distributed to the 12
companies. Out of these, 8 responded by ~ompleting and returning the questionnaires.
One did not respond.
Research findings revealed that all the motor vehicle companies prepare marketing
plans. It also established that the motor vehicle companies follow the stages in the
marketing planning process. However, the variables in the marketing planning process
are used to varying extents. Motor vehicle companies face various challenges when
preparing their marketing plans. According to this research, the majority of the motor
vehicle companies cited dynamism in the motor vehicle market as the major challenge
they face when preparing marketing plans.
Arising from the findings, it was suggested that a similar study should be conducted to
establish whether the second hand car dealers prepare marketing plans and the process
they follow in the preparation of the plans | en |
dc.description.sponsorship | The University of Nairobi | en |
dc.language.iso | en | en |
dc.subject | Survey of marketing planning practices | en |
dc.subject | Kenyan motor vehicle industry | en |
dc.title | A Survey of marketing planning practices in the Kenyan motor vehicle industry | en |
dc.type | Thesis | en |