| dc.description.abstract | The pharmaceuticals industry is a very important sector in this country. This is because it helps
in the provision of drugs and significantly contributes to the economy of the country. The
industry significantly contributes towards the country's Gross domestic product (GDP). With
effective marketing strategy, the pharmaceutical industry would be able to compete effectively
with both internal and external forces to be able to achieve and sustain a competitive advantage.
The aim of this study was to investigate factors influencing the implementation of marketing
strategies by pharmaceutical manufacturers in Nairobi County, Kenya. The study investigated
how the organization structure, resources, information systems and competition influence the
effective implementation of marketing strategy by pharmaceutical manufacturing firms in
Nairobi County, Kenya. The study was a survey guided by descriptive research design. The
target population were all the pharmaceutical manufacturing firms in Nairobi county. Both
structured and non-structured questionnaires, face-to-face interviews were used to collect data.
The data was then coded and organized into different categories as per the objectives of the study
using the Statistical Package for Social Sciences, Excel and word computer softwares.
Descriptive statistics was used to analyze quantitative data inform of frequency distribution and
percentages while qualitative data was analyzed using content method of analysis. The out put
was then presented inform of tables and prose form. The study concluded that the organizational
structure adopted by the pharmaceutical firms in Nairobi County promotes the marketing
strategies adopted by ensuring that duties involving the implementation process are clearly
defined and designated. The managements helps in making sure that they invest in the right
products for the company's realization of its goals, they come up with strategies that make the
firms to stay afloat while the marketing staff' is given training to improve on creativity and
innovation. The process of ensuring that marketing strategies among the firms are fully
implemented is greatly affected by lack of resources. Further more the adoption of information
systems by most of the firms has greatly improved on their sales volumes. Most of firms have
established IT departments with dedicated websites for their customers and suppliers. Finally,
effective implementation of marketing strategies among the firms is greatly influenced by the
presence of herbal medicines, the presence of generics imported from other countries and
counterfeits offered by local unscrupulous manufactures. Therefore, the study recommends that
effective implementation of marketing strategies could be done through creation of a conducive
working relationship with the stakeholders in the marketing arena to equip the marketing team
with the right tools for further improvement in overall performance. Marketing could also be
improved by availing more marketing tools/resources and ensuring proper training for the
marketing team. The firms should give room for innovative marketing ideas from the marketing
team. The firms would do better in their marketing by being in touch with the marketing team
and providing new products when needed, having many distributors in several different localities
as sometimes customers cannot easily access the products in the market and getting transfer
orders from retail chemists to the main traders. | en_US |
