Strategic marketing practices adopted by general motors East Africa Limited

Abstract

This study set out to identify the marketing strategies adopted by General Motors East Africa Limited. Its main objectives were to determine the strategic marketing practices employed and to examine the factors affecting the implementation of strategic marketing practices employed by the company. The study adopted a case study design which was most appropriate in the investigation of strategic marketing practices adopted by the company. Respondents of the study comprised the company‟s marketing staff, who provided information on the strategic marketing practices. Data collection was done through self-administered questionnaires with closed and open-ended questions. The data collected was analyzed using descriptive statistics. This involved the use of frequency tables, percentages, rank ordering, and means scores. Frequency tables were used for grouping data obtained to facilitate working out percentages in order to partly address the first objective of the study. The study found that scanning of the environment involving the demand for products, availability of suppliers, changes in consumer tastes, number of employees and market size was always undertaken before marketing plans were prepared. The marketing objectives were all considered very important to the company. Regular review of the marketing plan was always undertaken. The company studies emerging trends to develop new brands, where appropriate, they always withdraw poorly performing brands from the market. It is recommended that the management formulate a coordinated strategic plan to encompass business and marketing plans for the development of the company objectives. Coordination between the departments is vital and General Motors East Africa needs to set priorities, goals and objectives attainable within a set time frame.