Influence of Product, Price, Promotion and Place on Enterprise Project Performance: a Case of Safaricom Enterprise Project, Uasin Gishu County, Kenya

Abstract

The purpose of this study was to investigate the influence of product, price, promotion and place of marketing on organizational project enterprise performance: a case of Safaricom enterprise project, Uasin Gishu Count, Kenya. Specifically the study sought to evaluate how product innovation as a 4ps of marketing influence organization performance of enterpral project, to assess the extent to which pricing as a 4ps of marketing influencing organizational performance of enterpral project of enterpral project, to establish how sales promotion influence organizational performance of enterpral project of enterpral project and to determine how distribution channels influence organizational performance of enterpral project of enterpral project. A survey design was employed because the study involves collecting both quantitative and qualitative data describing attitudes and values of the group based on a sample size. The target population for the study was Safaricom Eldoret branch staff, Dealers and M-PESA agents operating in Eldoret town totaling to 100. The study used stratified and purposive sampling designs to include the entire population in the sample. The study used content validity where he ensured that research instruments appraised by the project supervisors who are also senior lecturers in the School of project planning. Test-retest technique of assessing reliability of a research instrument was employed to guarantee that the information initially given was reliable. Questionnaires was used as in collecting primary data and the data were analyzed using descriptive statistics and presented inform of percentages, tables, cross tabulations charts. The study established that the innovative the company is, the affordable price charged, effective channel of distribution employed and the attractive packaging used for the product the higher the company performance, in term of profitability, market share, return on investment and expansion. The respondents agreed that pricing strategies (3.59, Std. Dev = 0.78) affect performance of the company and as well agreed that there are various pricing strategies that Safaricom Ltd uses to influence customer retention. The relationship between promotion consideration with a mean of 3.99 and Std. Dev of 0.96 and business performance is significant, but negative. As much as the promotion strategy aims at informing customers of new products and services and the existing products, some consumer perception that heavily promoted products could be problematic products – of poor quality and from clearance stocks. The study concluded that marketing strategy is essential in improving the company‘s performance through provision of quality products and services that satisfies customer needs, offering affordable price and engaging in wider distribution and back it up with effective promotion strategy. The study established that marketing strategies influence performance of Safaricom Limited and hence recommends that company should intensify its marketing strategies and advertisements so as to improve its products performance. The study recommends that Safaricom Ltd Company should keep up with innovations, charge competitive prices, engage in after sales service and provide and use shorter distribution channels as well as other distinctive functional benefits to consumers.