| dc.description.abstract | In a competitive business environment, a marketing strategy will be an important step in which
companies react to market or environment forces and internal forces and in the process enable
the firms to achieve their objectives in the target market. The objective was to establish the
marketing strategies adopted by veterinary pharmaceutical firms in Kenya to enhance
performance. The population of study was all the veterinary pharmaceutical firms in Nairobi, the
sample frame being provided by the Pharmacy and Poisons Board. All the sixteen registered
firms were selected for the survey. A questionnaire was used to collect data, with respondents
being top level managers. The data was analyzed using descriptive statistics and regression
models. The study found that the common marketing strategies adopted by the firms, in order of
precedence, are promotion strategy, product strategy, distribution strategy and pricing strategy.
The popular promotion strategy employed by the firms is the coming up with a promotional
strategy that elicits attention, interest, desire and action; and also developing an integrated
marketing communication programmes. Further, the study found that marketing strategies
employed by the veterinary firms have had positive effect on the performance of the firms. The
performance is reflected in terms of improved organization relationship with its customers as
well as improved level of efficiency in the firms due to the need to reduce cost. | en_US |
