Factors influencing implementation of marketing strategies of Pharmaceutical Manufacturers in Nairobi county, Kenya

Abstract

The pharmaceuticals industry is a very important sector in this country. This is because it helps in the provision of drugs and significantly contributes to the economy of the country. The industry significantly contributes towards the country's Gross domestic product (GDP). With effective marketing strategy, the pharmaceutical industry would be able to compete effectively with both internal and external forces to be able to achieve and sustain a competitive advantage. The aim of this study was to investigate factors influencing the implementation of marketing strategies by pharmaceutical manufacturers in Nairobi County, Kenya. The study investigated how the organization structure, resources, information systems and competition influence the effective implementation of marketing strategy by pharmaceutical manufacturing firms in Nairobi County, Kenya. The study was a survey guided by descriptive research design. The target population were all the pharmaceutical manufacturing firms in Nairobi county. Both structured and non-structured questionnaires, face-to-face interviews were used to collect data. The data was then coded and organized into different categories as per the objectives of the study using the Statistical Package for Social Sciences, Excel and word computer softwares. Descriptive statistics was used to analyze quantitative data inform of frequency distribution and percentages while qualitative data was analyzed using content method of analysis. The out put was then presented inform of tables and prose form. The study concluded that the organizational structure adopted by the pharmaceutical firms in Nairobi County promotes the marketing strategies adopted by ensuring that duties involving the implementation process are clearly defined and designated. The managements helps in making sure that they invest in the right products for the company's realization of its goals, they come up with strategies that make the firms to stay afloat while the marketing staff' is given training to improve on creativity and innovation. The process of ensuring that marketing strategies among the firms are fully implemented is greatly affected by lack of resources. Further more the adoption of information systems by most of the firms has greatly improved on their sales volumes. Most of firms have established IT departments with dedicated websites for their customers and suppliers. Finally, effective implementation of marketing strategies among the firms is greatly influenced by the presence of herbal medicines, the presence of generics imported from other countries and counterfeits offered by local unscrupulous manufactures. Therefore, the study recommends that effective implementation of marketing strategies could be done through creation of a conducive working relationship with the stakeholders in the marketing arena to equip the marketing team with the right tools for further improvement in overall performance. Marketing could also be improved by availing more marketing tools/resources and ensuring proper training for the marketing team. The firms should give room for innovative marketing ideas from the marketing team. The firms would do better in their marketing by being in touch with the marketing team and providing new products when needed, having many distributors in several different localities as sometimes customers cannot easily access the products in the market and getting transfer orders from retail chemists to the main traders.