Marketing mix strategies adopted by tennis affiliated organizations to enhance competitiveness. A study of Nairobi county, Kenya

Abstract

The study investigated marketing mix strategies adopted amongst Tennis Affiliated Organizations within Nairobi County to enhance their competitiveness. The objective of the study was to determine marketing mix strategies adopted amongst Tennis Affiliated Organizations to enhance their competitiveness. Variables of the study were marketing mix strategies and competitiveness. Marketing mix strategies included: product strategy, price strategy, place strategy, promotion strategy, processes strategy, people strategy and physical evidence strategy. Variables for competitiveness included: market share, visibility of an organization, flexibility, and meeting unique needs of the target market. Data collection for this study was carried out using a questionnaire. The data collected was analyzed using descriptive statistics, frequencies, percentages and correlation analysis. Findings of the study included: marketing mix strategies adopted by Tennis Affiliated Organizations greatly enhanced their competitiveness. Product, place and promotion strategies were independent variables that enhanced competitiveness of TAOs; price, processes, people, and physical evidence strategies were dependent variables that enhanced competitiveness of TAOs. A strong correlation relationship was determined between number of product classes and market share; number of online media platforms used for promotion and online visibility of tennis events, and average number of processes and types of flexibility they offered. The study concluded that TAOs should include marketing departments with marketing staff members in their management teams, in order to adequately manipulate adopted marketing mix strategies to enhance their competitiveness.