The Application of Strategic Marketing Practices by Kenya Tea Packers Limited

Abstract

The primary objective of study was to assess the strategic marketing practices adopted by Kenya Tea Packers Limited. The study adopted a case study design which was the most appropriate in the investigation of strategic marketing practices adopted by the Company. The respondents of the study comprised the Company's marketing staff from whom the pertinent data were collected using an interview guide. The resulting data were analyzed using content analysis. The data analysis process involved examination of written communication. The study revealed that scanning of the competitive environment, research on consumer needs and preferences, market segmentation, targeting and positioning were always undertaken to enable the Company gain a competitive advantage. Similar studies should be done in other sectors of the economy so as to enhance generalizability of the research findings.