Marketing Strategies Applied by the Major Motorcycle Marketing Firms in Kenya

Abstract

The objectives of the study were to determine the macro-environmental challenges encountered by the major motorcycle marketing firms in Kenya as well as establish the marketing strategies adopted by the major motorcycle marketing firms in Kenya to cope with the macro-environmental challenges.

To meet these objectives, the pertinent primary data was collected. The data was collected through interviews that were conducted with the respondents from each of the two companies. The respondents were senior managers bestowed with necessary responsibilities to make decisions as pertaining to the product. Data was then analyzed qualitatively.

The study established that the changing macro-environmental factors indeed pose various challenges to these motorcycle marketing firms in Kenya. The political-legal environment, economic, demographic, technological and socio-cultural environments were each a force to reckon with in their own respective ways. Through use of marketing strategies by the companies, they have been able to face up to some of these challenges posed by the macro-environment, though there is still a lot of room for improvement by both companies to effectively use marketing strategies to their advantage.