Influence of Marketing Strategies on Performance of Real Estate Business in Namobi, Kenya
Abstract
Due to competitions and changing business environment in the domestic and global markets,
strategies have remained the only strategic tool that companies adopt to realize success in the
market. To survive and perform in the competitive business environment, real estate
development companies have to differentiate themselves using marketing strategies in order
outsmart their rivals in the real estate development industry. The research objective was to
identify marketing strategies adopted by real estate development companies in Nairobi and
establish the relative importance of the marketing strategies on real estate performance in
Nairobi. Primary data was collected using semi-structured questionnaires with both close-ended
and open-ended questions. The respondents of the study were Sales and Marketing Managers of
the 30 real estate development companies. Collection of secondary data was achieved through
published materials. Descriptive statistics was used to analyze data. The analyzed data was
presented using measures of central tendency such as mean scores and measures of dispersion
such as variance and standard deviation. The data collected was presented in the form of tables,
frequencies and percentages. The study found out that strategic marketing practices were
adopted on a small extent by the real estate companies sector in Kenya due many challenges
that included; inadequate capital, high operational costs and inadequate training among real
estate companies. Therefore, the researcher recommended various policies that would be
implemented to minimize the problem like provision of adequate capital and adequate training,
by the Government among the real estate companies in Kenya.
Citation
Master Of Business Administration (mba) School Of Business, University Of Namobi, 2013Publisher
Universty of Nairobi