Strategic marketing and performance of NGOs in Kenya: the case of Development Non-Government Organisations

Abstract

The business environment has become more turbulent than ever and business managers have continuously been more disenchanted with turbulent environmental condition. They have to be strategic in order for them to compete successfully. To be successful the NGOs have also to appreciate and make full use of strategic marketing practice and this is a must. This study focuses on the strategic marketing process as practiced by NGOs. The extend to which the strategic marketing practices are used in NGOs. Extend of relation of strategic marketing practices to performance of NGOs and it's perceived important. The study employed the exploratory study design and used 30 NGOs, which responded from the sample of 60 NGOs. Descriptive statistics such as frequencies, percentages, mean and mode, and tabulation were successfully used, as they were deemed adequate and relevant. The study found that strategic marketing practices are still practiced by NGOs in Kenya however many of the NGOs still do not appreciate the full importance of strategic marketing in improving organizational performance. The study found out that there is greater relationship between strategic marketing practices and performance among NGOs and hence it is recommended that NGOs should seriously consider the use of strategic marketing in promotion of their organizations. Strategic marketing practices were also perceived to playa greater role in improving the performance of NGOs.