The Influence Of Strategic Marketing Practices On The Performance Of Motor Companies In Kenya

Abstract

This study sought to establish the influence of strategic marketing practices on the performance of motor companies in Kenya. The objectives of this study were to establish influence of strategic marketing practices on the performance of motor industry in Kenya and to determine the challenges experienced by motor companies in implementing strategic marketing practices in Kenya. The study adopted a cross sectional research methodology to examine the influence of strategic marketing practices on performance of Kenya automotive companies in an attempt to attain their desired level of performance. The study focused on the registered motor companies in Kenya Motor Industry Association. The respondents were either the sales and marketing managers or the general managers of the motor companies. The study administered one questionnaire to each company. The data was collected using a self administered questionnaire. Data was then be summarized, coded and entered in a computer aided tool for analysis that is; Statistical Package for Social Sciences (SPSS) which generated descriptive statistics such as means, standard deviation and frequency distribution which was used to analyze the data. SPSS was used to perform the analysis as it aids in organizing and summarizing the data by the use of descriptive statistics. ANOVA and multiple regression analysis were used to establish the relationship between variables on the dependent variable. The study found that employee turnover was hindering strategic marketing practices in their companies to a moderate extent. This study therefore recommends that motor vehicle companies should ensure that the satisfaction of their employees. The study also found that most companies were experiencing difficulty in establishing clear priorities and making sure that what is important is what gets done. This study therefore recommends that motor vehicle companies should set their goals and make them known to all the employees.