Marketing strategies and performance of Kenya revenue authority (KRA)

Abstract

Marketing plays a major role in building an image of a given institution and raise awareness of products and services being offered by an institution. Kenya Revenue Authority (KRA) is the institution responsible for tax administration in Kenya. The authority embarks on a number of marketing strategies in order to raise awareness to the public on the payment of taxes. The strategies that have been used include: advertisements, corporate social responsibility, public open days, agent education forums and sensitizations in academic institutions. These initiatives play a role in improving the image of an organization as well as its reputation, consequently reducing costs on explicit expenses such as contractual obligations. The second principle is on creating a good self-image that creates a better relationship between the companies and its core stakeholders such as the customers thus inculcating trust and goodwill which are intangible assets that enhance competitive advantage(Sun, 2010). Kenya Revenue Authority (KRA) which was formed through an Act of parliament in 1995 is tasked with the responsibility of tax administration in Kenya. KRA is thus a non-profit making organization which enjoys monopoly in its field of operation. Marketing has been seen as a preserve for profit making organization as tool that enhances competitive advantage and thus little has been done on marketing by government nonprofit making agencies such as KRA This study aimed at exploring the effectiveness of the various marketing strategies which are undertaken at KRA, the success and impact of marketing on the operations of the Authority. Further the study sought to establish the challenges that face execution of these marketing activities and examine the modalities which can be put in place in order to enhance them not only in KRA but in other government agencies operating in the same environment. The study will used primary data collection techniques to gather data on the fundamental aspects of this subject. The study employed a qualitative approach where the various variables being studied were measured and analyzed using content analysis.