A Survey of How Management Consultancy Firms in Kenya Market Their Services

Abstract

Marketing is considered to be new to professional services including management consultancy. this report presents the findings of a study on how management consulting firms market their services and problems the firms encounter in their efforts. A total of 41 firms were surveyed using a questionnaire, and 8 of the 41 firms were personally interviewed. The data collected was analysed mainly by use of percentages and cross tabulations. However, since not all the data could be converted into percentages, qualitative data was presented by way of narratives. From the results of this study, there are indications that the most commonly used method of marketing organisation is to have an professional staff perform marketing functions. Market research is mainly carried out informally, personal selling is the most used method of promotion, for the funding agency segment of the market, it was found that the proposal is the main marketing tool