The effects of positioning strategies used by Mitchell Cotts Freight Kenya Limited on its corporate clients
The aim of this study was to find out the effects of the positioning strategies used by Mitchell Cotts Freight Kenya Limited on its corporate clients. The objectives of the study are to determine the extent to which positioning strategies that are used by Mitchell Cotts Freight Kenya Limited affect customer loyalty as well as to find out the challenges the clients face as a result of positioning strategies used by the firm. The research adopted the case study research design approach. Segmentation and choice of sample of the population was based on clients of Mitchell Cotts Freight Kenya Limited who are categorized as manufacturers. These were 18 in number and represent 8% of the entire client base of the company. A structured questionnaire was used to collect data. The method of data collection was personal visits and telephone interviews. Questionnaires were coded and edited for completeness using the Statistical Package for Social Services (SPSS). The data collected in section A was analyzed using frequencies and percentages. The data collected in section B was analyzed using frequencies and mean to determine the effects of the positioning strategies used by Mitchell Cotts Freight Kenya Limited on its corporate clients. All quantitative data was descriptively analyzed using a statistical package, the Statistical Package for Social Services (SPSS). Quantitative analysis was only carried out on those aspects of the data that are quantifiable. The findings are presented in form of tables and percentages or means obtained quantitatively. The research was able to determine that reliability and high responsiveness which are expanded variables of benefits and attributes positioning strategies had the greatest effect on customer loyalty with a frequency of 4.6 (92%). Service quality, the firm's personnel and image ranked second at a frequency of 4.4 (88%). The price offered was ranked third at a frequency of 4.0 (80%). Based on research findings, price was the only challenge faced by customers as a result of the positioning strategies used by Mitchell Cotts. In conclusion, these findings support the arguments put forth in Batra, Myers and Aaker (1996) who see the most used positioning as the one of the association of an object with the product characteristics and customer benefits.