| dc.description.abstract | The primary objective of study was to assess the strategic marketing practices adopted by Kenya
Tea Packers Limited. The study adopted a case study design which was the most appropriate in
the investigation of strategic marketing practices adopted by the Company. The respondents of
the study comprised the Company's marketing staff from whom the pertinent data were collected
using an interview guide. The resulting data were analyzed using content analysis. The data
analysis process involved examination of written communication. The study revealed that
scanning of the competitive environment, research on consumer needs and preferences, market
segmentation, targeting and positioning were always undertaken to enable the Company gain a
competitive advantage. Similar studies should be done in other sectors of the economy so as to
enhance generalizability of the research findings. | en_US |
