The Performance of Kenya Breweries Ltd. Tusker Premium Beer Since Inception: a Marketing and Financial Analysis

Abstract

In this study the author looks at the critical issues pertinent to the marketing analysis of a newly produced product, in a Kenyan context. The general trade imbalance between developing and developed countries has become a point of great concern. The developing coun tri es are look ing for ways and means of reduc ing the imbal ance through, both trying to produce all the products that they currently import and al so try to produce for export. The author is on a mission to investigate on new produc ts fate. The study he hopes will be an indicator to the kind of problems such products face and suggests some solutions to such problems. The study is accomplished by setting out a theoretical marketing model based on the three marketing concepts of new product development, product life cycle and consumer adoption process. This model is used as a standard to measure the performance of the product, A tabuIar- model is set out to hold the major variables not included in the marketing model. The author suggests some solutions which point to the significance and unique marketing phenomenon in developing countries in general and Kenya in particuIar.