| dc.description.abstract | The motivation behind this study was to investigate the effect of strategic marketing
practices on the performance of housing sector in Kenya. Due to dynamic business
environment, marketing strategies have remained the only link between the organization
and the environment. Studies have indicated that strategic marketing practices enable
companies to perform. For small and large organizations to survive, strategic marketing
is the only drive that will make them to gain competitive edge. The objective of the
study was; to explore the effect of strategic marketing practices on the performance of
Housing sector in Kenya. The target population included Housing Private Developers
operating in Kenya, stratified sampling technique was used to select sample. Primary
data was collected using semi-structured questionnaires with both close-ended and open ended
questions. Data was analyzed descriptively. Regression model was used to
analyze data and data was presented using tables. Pearson correlation analysis was used
to determine if there was a relationship between. Independent and dependent variable.
The study established that quite a good number of the House developers understood and
uphold the importance of strategic marketing with regard to profit maximization. It also
established that for any trader to flourish in the business and to be competitive enough
they must have distinct product, pricing, promotion and distribution strategies. The study
found out that strategic marketing practices were adopted to a moderate extent by the
housing sector in Kenya despite challenges that included; inadequate capital, high
operational costs and inadequate training among House developers. Therefore, the
researcher recommended that Government intervention initiatives, lCT integration,
training in the housing industry and training of House developers strategic marketing practices | en_US |
