Strategic Marketing of Dairy Products in Kenya
Abstract
This study was conducted with the objective of finding out the state of
strategic marketing of Dairy products in Kenya. The focus of the study was on all
the firms engaged in the marketing of processed Dairy products. As at July 1995,
there were twenty five such firms as per the Kenya Dairy Board records.
Economic reforms, introduced to Kenya and other African countries in the
1980 brought a lot of changes in the business environment. The liberalization of
the Dairy Industry in May 1992, meant increased competition for firms engaged in
this sector.
The study had two main objectives:
1) To investigate the current marketing practices in the Dairy industry in
Kenya.
2) To investigate strategic responses of firms in the face of changes in the
dairy industry environment.
To achieve these objectives, primary data was collected. Data was collected
through personally administered questionnaires. This had both structured and
unstructured questions. The respondents were the marketing managers of the
firms or their equivalents.
The data was analvzed using simple descriptive statistics. This study found
that with increased environmental turbulence, firms in this sector made some
adjustments in their marketing mix components in order to remain competitive.
Changes in complexity, led the firms in the dairy industry, to adopt more market
driven strategy approaches.
In addition to changes in their marketing mix components firms in the
industry engaged in market segmentation and marketing planning. In order to cope
with environmental challenges, they also paid attention to the activities of their
competitors. In an environment that is dynamic, firms should not only be focused
in their identification of key issues but also flexible and adaptive. The firms were
also keen to know what was happening within the industry and their markets.
It may not be possible to draw general conclusions due to the limitations of
this study. Nevertheless the study provided some insights into strategic marketing
of Dairy products in Kenya.
Citation
Degree Of Master of Business and AdministrationPublisher
University of Nairobi Faculty of Commerce
Description
A management research project submitted in partial fulfillment
of the requirements for the Degree Of Master of Business and
Administration (MBA), Faculty of Commerce, University Of
Nairobi.