Marketing Strategies Used by Entertainment Spots in Small Towns in Kenya a Case of Bars and Nightclubs in Voi Municipality

Abstract

The objective of this study was to establish Marketing Strategies used by Entertainment Spots in Small Towns in Kenya and the Marketing Challenges they face. The research was carried out in Voi Municipality in Coast Province by administering questionnaires to 27 Managers of different Bars and Nightclubs in the Municipality. The data collected was edited, tabulated and analyzed using descriptive statistics like means, modes, ranking and percentages and presented in tables and charts. The study found out that a few Entertainment Spots used the various Marketing Strategies available for them. These Marketing Strategies were based on the Seven Marketing Elements which are: Product/Service, Price, Promotion, Place, People, Processes and the Physical evidence. Those Entertainment Spots that utilized some marketing strategies were performing better than those that did not utilize any of the strategies. Most of the Bars and Night Clubs Managers lacked Marketing skills and as a result they did not take full advantage of the opportunities available in the sector. Entertainment Industry in small towns in Kenya is in its growth or early maturity stage of the industry life cycle and only those managers with marketing knowledge are using appropriate marketing strategies and are fully taking advantage of opportunities available. Government controls and regulations is the greatest challenge to the Bars and Night Clubs attributed to the implementation of Alcoholic Drinks Control Act, 2010. Managers of the Entertainment Spots in small Towns in Kenya need to be trained on basic marketing skills, or they hire skilled marketers. This will enable them to improve and grow their businesses and take advantage of opportunities available in the industry as they improve on the quality and standards of entertainment to the satisfaction of their customers. The Government should formulate policies to regulate and control Entertainment and Alcohol sector without scaring away investors and at the same time protecting the wellbeing of consumers and non-consumers while focusing on Kenya’s economic growth and Vision 2030.