Marketing mix strategies adopted by tennis affiliated organizations to enhance competitiveness. A study of Nairobi county, Kenya
Abstract
The study investigated marketing mix strategies adopted amongst Tennis Affiliated
Organizations within Nairobi County to enhance their competitiveness. The
objective of the study was to determine marketing mix strategies adopted amongst
Tennis Affiliated Organizations to enhance their competitiveness. Variables of the
study were marketing mix strategies and competitiveness. Marketing mix strategies
included: product strategy, price strategy, place strategy, promotion strategy,
processes strategy, people strategy and physical evidence strategy. Variables for
competitiveness included: market share, visibility of an organization, flexibility,
and meeting unique needs of the target market. Data collection for this study was
carried out using a questionnaire. The data collected was analyzed using descriptive
statistics, frequencies, percentages and correlation analysis. Findings of the
study included: marketing mix strategies adopted by Tennis Affiliated Organizations
greatly enhanced their competitiveness. Product, place and promotion strategies
were independent variables that enhanced competitiveness of TAOs; price,
processes, people, and physical evidence strategies were dependent variables that
enhanced competitiveness of TAOs. A strong correlation relationship was determined
between number of product classes and market share; number of online
media platforms used for promotion and online visibility of tennis events, and average
number of processes and types of flexibility they offered. The study concluded
that TAOs should include marketing departments with marketing staff
members in their management teams, in order to adequately manipulate adopted
marketing mix strategies to enhance their competitiveness.
Publisher
University of Nairobi
Description
Thesis