Marketing Strategy, Implementation And Performance Of Organizational Implementors Of Vision 2030

Abstract

The primary objective of marketing is to manage profitable relationships between a firm and its customers. A firm gains a competitive advantage through adoption of competitive strategies which enable it improve its operational excellence, liquidity and net revenue. The objective of this study was to investigate the effect of marketing strategy implementation and performance of Kenya development blue print -vision 2030. The study was guided by following theories; Ansoff‟s market growth model, stakeholder theory and resource-based view. A quantitative research design was adopted for the purposes of this study. A case study was utilized for this research which involves an inquiry of an organization, phenomenon or individual. The target respondents were 10 top managers of vision 2030 department, 20 managers from different government ministries and 30 managers from private sector. It was revealed that promotion strategy affect performance at great extent. On the other hand, distribution strategy is implemented at moderate extent in which it assist vision 2030 brand to be recognized country wide resulting into brand identity. Similarly, service differentiation strategy services offered by vision2030 is understandable among the stakeholders. Majority of the respondents agreed to moderate extent that the general public receive prompt attention from vision 2030 employees. It was also revealed that implementation of vision 2030 has created harmony among Kenyans and resulted into increase in service delivery for instance huduma centre. Correlation analysis and regression analysis were used to analyze collected data. Pearson correlation was done to establish the overall relationship between foreign market strategies and firm performance. A positive relationship existed between market strategies and firm as depicted by Pearson correlation coefficient r. It was revealed that the relationship between implementation and organizational performance is moderately positive and statistically significant. It was found that implementation moderate the association between market strategy and performance.