Influence of Marketing Strategies on Competitiveness of Pz Cussons East Africa Limited

Abstract

The objective of this research was to establish influence of marketing strategies on competiveness of PZ Cussons East Africa Limited. The research sought to identify marketing strategies implemented by PZ Cussons East African Limited and establish its influence on competitiveness of PZ Cussons East Africa Limited. The study was based on Ansoffs’ product- market model, Resource Based View and Marketing Mix strategies. A case study research design was adopted since it involved an in depth analysis of only one firm. This study used primary data to address the study’s objective. Data was collected from four managers at PZ Cussons East African Limited using an interview guide. Content analysis was used to analyze the qualitative information to get research outcomes, conclusions and recommendations. The study concluded that marketing strategies have a positive influence on competitiveness of PZ Cussons East Africa Limited. Some of the positive influence include creating brand affinity, acquiring of new consumers, assist the firm to keep up with the changing shopping trend, maintaining loyal consumers and allowing the firm to play in different price points hence appealing to different market segment in FMCG sector. Further, this study revealed that PZ Cussons had adopted promotion strategy and product strategy to a greater extent compared to pricing and distribution strategy. The study recommended PZ Cussons East Africa Limited management to emphasize the use of pricing strategy to gain new market because it will increase the firm’s competitiveness and revenue. In addition, the firm should increase its presence in digital online shopping platforms since that is the future of marketing and sales.