The Performance of Kenya Breweries Ltd. Tusker Premium Beer Since Inception: a Marketing and Financial Analysis
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Date
1981-06Author
Mungai, Kamunge G
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
In this study the author looks at the critical issues pertinent
to the marketing analysis of a newly produced product, in a Kenyan
context.
The general trade imbalance between developing and developed
countries has become a point of great concern. The developing
coun tri es are look ing for ways and means of reduc ing the imbal ance
through, both trying to produce all the products that they currently
import and al so try to produce for export.
The author is on a mission to investigate on new produc ts
fate. The study he hopes will be an indicator to the kind of
problems such products face and suggests some solutions to such
problems.
The study is accomplished by setting out a theoretical
marketing model based on the three marketing concepts of new
product development, product life cycle and consumer adoption
process. This model is used as a standard to measure the
performance of the product, A tabuIar- model is set out to
hold the major variables not included in the marketing model.
The author suggests some solutions which point to the
significance and unique marketing phenomenon in developing
countries in general and Kenya in particuIar.
Citation
Degree Of Master of Business and AdministrationPublisher
University of Nairobi Faculty of Commerce
Description
Athesis submitted in partial fulfillment
of the requirements for the Degree Of Master of Business and
Administration (MBA), Faculty of Commerce, University Of
Nairobi.