An empirical investigation of the strategic marketing practices of the soft drink industry in Kenya.
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Date
2006Author
Abdallah, Hussein K
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
The first objective of the study was to identify the strategic marketing practices followed
by the soft drink industry in Kenya.
The second objective was to assess the relative importance of the strategic marketing
practices used by the soft drink companies.
To facilitate the study the population of interest included all the soft drink companies
operating in Kenya. There are ten companies including Coca-Cola bottling partners. A
partially structured questionnaire was personally administered to two top managers in
each company. The target was to administer two questionnaires to each plant so as to get
twenty respondents. In the end however, the researcher managed to get fifteen
respondents.
The results showed that the strategic marketing practices applied in the soft drink industry
in Kenya are promotion strategies with emphasis on advertising, sales promotion,
personal selling and Brand public relations in that order; distribution (Place) strategies
with emphasis on kiosks network and supermarkets; pricing strategic and product
strategies in that order.
The above results should be viewed and adopted in the light of the limitations of the
study which include small sample size, time and resource constraints and nonparticipation
of two Bottling Companies.
Citation
A Management Research Project Report Submitted in Partial Fulfillment for the Requirements of the Degree of Masters of Business Administration (MBA), School Of Business, University Of NairobiPublisher
Business Administration