| dc.description.abstract | Organizations have a marketing department charged with the responsibility of growing sales volume, developing new products, ensuring customer satisfaction and growing and maintaining market share. This department thus has to set a marketing strategy to effectively meet the organizations long term goals and objectives. The research topic is based on the Marketing Strategies used by Insurance Companies in Kenya to gain market share. The research gives some critical information on how Insurance companies position themselves in the market. A marketing strategy is all about the 4ps; product, place, promotion and price, and the extended marketing mix for services; people, process and physical ambience. The study was carried out in all the 47 insurance companies in Kenya and data was gathered and descriptive statistics of Mean, Frequency and percentages was done on the characteristics of the respondent and regression analysis was used to measure and predict the relationship between the predictor variables and the dependent variable. The findings of the study is significant in enabling the organizations in the Insurance industry to develop appropriate marketing strategies so as to gain a competitive edge in the market and enlarge the organization’s market share and grow the insurance industry revenue.
Key words: Marketing strategies, market share, insurance, insurance premium, 7ps, Kenya | en_US |
