The extent of usage of the marketing mix variables in the shipping industry in Kenya

Abstract

The recent trends of liberalization and globalization would entail that marketing strategy the world over be almost similar. This study reveals that the marketing mix variables, which are, the engine driving competitive tendencies are hardly exploited within the shipping industry in Kenya. Marketing effort seems to lack much innovation and activity seems restricted to the traditional 4 Ps of product marketing. The powerful Internet tools have hardly been explored in spite of the level of computerization, which seem to have been adopted only for the purpose of appearing to conform to global trends. The foreign influence, the size of the client base and its basic international nature should portray higher service levels in the shipping industry. Service delivery processes appear to have stagnated over time and serious doubts are raised as to the relevance of the shipping agent in the global network as lines continuously seek to increase their visibility in the local scene.