The Influence Of Strategic Marketing Practices On The Performance Of Motor Companies In Kenya
Abstract
This study sought to establish the influence of strategic marketing practices on the performance
of motor companies in Kenya. The objectives of this study were to establish influence of
strategic marketing practices on the performance of motor industry in Kenya and to determine
the challenges experienced by motor companies in implementing strategic marketing practices in
Kenya. The study adopted a cross sectional research methodology to examine the influence of
strategic marketing practices on performance of Kenya automotive companies in an attempt to
attain their desired level of performance. The study focused on the registered motor companies in
Kenya Motor Industry Association.
The respondents were either the sales and marketing managers or the general managers of the
motor companies. The study administered one questionnaire to each company. The data was
collected using a self administered questionnaire. Data was then be summarized, coded and
entered in a computer aided tool for analysis that is; Statistical Package for Social Sciences
(SPSS) which generated descriptive statistics such as means, standard deviation and frequency
distribution which was used to analyze the data. SPSS was used to perform the analysis as it aids
in organizing and summarizing the data by the use of descriptive statistics. ANOVA and multiple
regression analysis were used to establish the relationship between variables on the dependent
variable.
The study found that employee turnover was hindering strategic marketing practices in their
companies to a moderate extent. This study therefore recommends that motor vehicle companies
should ensure that the satisfaction of their employees. The study also found that most companies
were experiencing difficulty in establishing clear priorities and making sure that what is
important is what gets done. This study therefore recommends that motor vehicle companies
should set their goals and make them known to all the employees.
Publisher
University of Nairobi