Factors Influencing Marketing Strategies Adopted by Nakumatt Supermarket Retail Chain in Nairobi
Abstract
The study‟s objective was to assess factors influencing marketing strategies adopted by
Nakumatt supermarket retail chain in Nairobi. Consequently, the researcher adopted a
case study research design in this study. In this case, data was gathered relating to factors
influencing marketing strategies adopted by Nakumatt supermarket retail chain in
Nairobi. For the purposes of this study, the researcher collected primary data by
conducting interviews. Interviews were selected as they allowed the researcher to acquire
more data and information from the respondent through probing. The interview sessions
were aided by an interview guide containing open ended questions. The interviews were
conducted within the respondent‟s office at the organization‟s head office in Nairobi or at
any other convenient location as was preferred by the respondent. The researcher
conducted interviews with the organization‟s senior management as they were deemed to
have developed the organization‟s marketing strategies, hence, it was required of them to
posses the necessary information regarding the planning and implementation of
marketing strategies. The researcher interviewed two (2) senior managers holding the
following offices: the Managing Director and Director of Operations. Data was analyzed
using content analysis whereby the researcher qualitatively analyzed the respondents‟
comments and responses with regards to the factors influencing marketing strategies
adopted by Nakumatt supermarket retail chain in Nairobi. In instances where the
respondent had been asked to rate of categorically give a certain response as may be
guided during the interview process, the data was edited, coded and analyzed using
descriptive statistics such as percentages, frequencies, cumulative frequencies and mean.
The data was then analyzed using both content and factor analysis and the results
presented using pie-charts, graphs and tables. Findings indicated that the organization
adopts different marketing strategies as dictated by the business environment and
organizational capacity at different points in time. It was therefore concluded that
Nakumatt supermarket retail chain in Nairobi does not pursue specific marketing
strategies. Findings also indicated that availability of support enterprises like banks,
shopping centers and retail outlets; the country‟s overall macroeconomic environment;
intense competition; market demographic characteristics; business customers; business
suppliers; business competitors; and business intermediaries influenced the marketing
strategies adopted by Nakumatt supermarket retail chain in Nairobi. It was therefore
concluded that the marketing strategies adopted by Nakumatt supermarket retail chain in
Nairobi are influenced by both broad and task environmental factors. Based on the
study‟s conclusions, the researcher made the following recommendations: The
government needs to implement policies that will hinder the emergence of the
counterfeits and substandard products to sustain the quality of the brands and also protect
consumers from health hazards. Senior management of Nakumatt supermarket retail
chain should maintain its expansion strategy and ensure that overall marketing and
promotional strategies are harmonized within the different strategic business units. They
should also harmonize and standardize their business practices to enhance their business
operations among all their retail stores
Citation
Masters of Business AdministrationPublisher
University of Nairobi