Factors Influencing Marketing Strategies Adopted by Nakumatt Supermarket Retail Chain in Nairobi

Abstract

The study‟s objective was to assess factors influencing marketing strategies adopted by Nakumatt supermarket retail chain in Nairobi. Consequently, the researcher adopted a case study research design in this study. In this case, data was gathered relating to factors influencing marketing strategies adopted by Nakumatt supermarket retail chain in Nairobi. For the purposes of this study, the researcher collected primary data by conducting interviews. Interviews were selected as they allowed the researcher to acquire more data and information from the respondent through probing. The interview sessions were aided by an interview guide containing open ended questions. The interviews were conducted within the respondent‟s office at the organization‟s head office in Nairobi or at any other convenient location as was preferred by the respondent. The researcher conducted interviews with the organization‟s senior management as they were deemed to have developed the organization‟s marketing strategies, hence, it was required of them to posses the necessary information regarding the planning and implementation of marketing strategies. The researcher interviewed two (2) senior managers holding the following offices: the Managing Director and Director of Operations. Data was analyzed using content analysis whereby the researcher qualitatively analyzed the respondents‟ comments and responses with regards to the factors influencing marketing strategies adopted by Nakumatt supermarket retail chain in Nairobi. In instances where the respondent had been asked to rate of categorically give a certain response as may be guided during the interview process, the data was edited, coded and analyzed using descriptive statistics such as percentages, frequencies, cumulative frequencies and mean. The data was then analyzed using both content and factor analysis and the results presented using pie-charts, graphs and tables. Findings indicated that the organization adopts different marketing strategies as dictated by the business environment and organizational capacity at different points in time. It was therefore concluded that Nakumatt supermarket retail chain in Nairobi does not pursue specific marketing strategies. Findings also indicated that availability of support enterprises like banks, shopping centers and retail outlets; the country‟s overall macroeconomic environment; intense competition; market demographic characteristics; business customers; business suppliers; business competitors; and business intermediaries influenced the marketing strategies adopted by Nakumatt supermarket retail chain in Nairobi. It was therefore concluded that the marketing strategies adopted by Nakumatt supermarket retail chain in Nairobi are influenced by both broad and task environmental factors. Based on the study‟s conclusions, the researcher made the following recommendations: The government needs to implement policies that will hinder the emergence of the counterfeits and substandard products to sustain the quality of the brands and also protect consumers from health hazards. Senior management of Nakumatt supermarket retail chain should maintain its expansion strategy and ensure that overall marketing and promotional strategies are harmonized within the different strategic business units. They should also harmonize and standardize their business practices to enhance their business operations among all their retail stores