Strategic Marketing Plan Implementation Challenges By New Kenya Co-Operative Creameries Limited

Abstract

Strategic marketing plan is the pattern or plan that integrates an organisation major goals, policies and action sequences into a cohesive whole. To cope with strategic surprises and fast developing threats and opportunities a firms strategic decision need to be made outside the planning cycle Strategizing, as a shared change tool has also not only become unavoidable but an integrative process for effective and survival. . It is therefore important to note that using strategies in marketing allows planned and certainty in the optimal resource allocation and coordination of activities. In order to effect the changes, the company ought to involve strategic marketing plan so as to validate the dependency of and with the markets. Indeed the strategic marketing perspective has played its part, but still many companies have not managed to adequately regain the market share or effectively reduce the service and competitive gaps posed in the market, especially by competitors. The general objective of, this study was to investigate strategic marketing plans implementation challenges at New kcc. An interview guide was used to guide the researcher in collecting data. Content analysis was used to analyse the qualitative primary data which was collected by conducting interviews and secondary information from the organisation. . The study established that a number of main challenges experienced in the implementation of the strategic marketing plan which included rapid changes in market which were not expected, concerns and expectations on health, legislative and consumers changes and expectation on packaging, volatile local competition and threat of imported milk products, and the limitation associated with strategic marketing resources. . The study recommended that the company should prioritise the mitigation of internal based challenges to strategize marketing plans as well as those external ones that are highly influenced by internal environment.