The Influence of Marketing Strategies on Growth of Small and Medium Business in Air Travel Agencies in Nairobi County in Kenya

Abstract

The main aim of the study was to investigate the influence of marketing strategies on the growth of small and medium business in air travel agencies in Nairobi City County in Kenya. The contribution of marketing strategy in the organization lies in the formulation of strategies to choose the right customer, build relationships of trust with them and create a growth. There are no statistics and attempts taken to investigate the influence of marketing strategies on the growth of small and medium business in air travel agencies in Nairobi Kenya. This study, therefore, sought to find out the influence of marketing strategies on the growth of small and medium businesses. This report covers theoretical foundation of the study, the influence of marketing strategies on business growth and empirical literature. The research design that was used in this study was descriptive survey method aimed at establishing the influence of marketing strategies on the growth of small and medium business in air travel agencies in Nairobi City County in Kenya. The study used a simple random sampling technique to select a sample of 52 small and medium businesses in air travel agencies in Nairobi City County in Kenya from a population of 104 air travel agencies in Nairobi City County in Kenya. The study heavily relied on primary data which was collected through administering structured questionnaires comprising closed and open-ended questions. The process of data analysis involved several stages; the completed questionnaires were edited for completeness and consistency, check for errors and omissions and then coded. A statistical analysis and descriptive analysis was employed. A total of 52 questionnaires were randomly distributed using even numbers and 50 were collected having been filled completely this constituted a response rate of (96%). The issue of Marketing Strategies on Growth of Small and Medium Business, the study found out that, the appearance of the physical facilities of the air travel agencies, both at the airport and on the airplane itself, were in accordance with the type of service provided. The marketing strategy was noted to be an essential tool in growth, for the company to be competitive the products and services have to be different than the rest of the competitors. The price as well has to be fair for all. This will increase the destination points hence the company profile. While cost saving measures, including creating partnerships and strategic alliances, will be implemented to strengthen the financial resource base. The study results conclude that there is a significant effect of marketing strategies on the sales growth of an enterprise, likewise a significant relationship between the usages of direct distribution channels on the profitability of an enterprise. The staffs of air travel agencies companies were usually very busy and, therefore, they required a lot of time in order to fill in the questionnaires. The challenge was overcome by giving the respondents the questionnaires at the right time. Inadequate financial resources affected the results of the study. The study recommends that marketing air travel agencies should implement the use of integrated marketing communication because it solves most problems and helps the marketing agencies to improve their services to their customers.