Influence of Marketing Practices and Business Environment on Performance of Alcoholic Beverage Companies in Nairobi

Abstract

This study sort to determine the influence of marketing practices and business environment on performance of the alcohol beverage companies in Nairobi. Marketing practices and business environment play a great role on performance of alcohol beverage companies. These companies have provided more than 40,000 jobs directly in East Africa while indirect jobs created are well over 200,000.This study is carried out to examine the impact of this fast changing business environment of the alcohol which the companies has developed strategies to cope up with. Browne, (1997) observed that learning is the heart of a company‟s ability to adapt to rapidly changing environment. Theoretical framework is based on; the Porters 5 forces and the Porters Value Chain.The target population is based on 50 companies targeting 50 employees. Census method will be used in the study. Data was collected using qualitative and quantitative technique and presented by tables and charts. Alcohol beverage companies in Kenya must continue to predict their future through continuous scanning of the environment. This scanning should involve studying and interpreting social, political, economic, ecological, legal, cultural and technological factors. Environmental scanning raises a manager‟s awareness of potential developments that could have an impact on industry posing opportunities and threats. Performance has roles in defining business mission analysing the environment competition and business situations. Business environment according to this study is about setting the right climate (the will to respond), competitiveness (the ability to respond) and capacity (the volume of response).This study recounts that alcohol beverage companies have to continuously scan the environment, and must continuously utilize the management information system to build long term customer value. They must monitor competitors and the impact of substitute products.