Browsing by Author "Yussuf, Muhumed Abdi"

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    PublicationOpen Access
    Influence of marketing strategies on brand performance in Kenya: case of Safaricom limited
    (Mount Kenya University, 2024-07) Yussuf, Muhumed Abdi
    The intensity of rivalry in an industry is rooted in underlying industry economics and goes well beyond the established competitors. Marketing strategy is at the central activity for a successful business, such that when marketing strategies are effective, improved corporate performance is realized overtime. The general objective of this study is to determine the influence of marketing strategies on corporate branding in Safaricom Ltd, Kenya. Specifically, the study aims to examine the effect of pricing strategies on corporate branding in Safaricom Ltd, Kenya; to establish the effect of distribution strategies and corporate branding in Safaricom Ltd, Kenya; to determine the extent to which promotion strategies affect corporate branding in Safaricom Ltd, Kenya and to establish how product strategies, affect corporate branding in Safaricom Ltd, Kenya. The study is anchored on brand theory of marketing, resource-based theory and dynamic capability theory. This research used a descriptive study design. The target population comprised of Safaricom Kenya Ltd senior personnel in IT, finance division, customer care, supply and administration and commercial (sales and marketing) department. The total targeted population was 403 respondents. The sample size was 219 respondents from which the study sought information. Fisher Formula was used to determine the sample size. The study used stratified random sampling technique. Primary data was collected using a structured questionnaire. The completed questionnaires were edited for completeness and consistency through a pilot test. The validity of the data collection instrument was ascertained by seeking the opinions of the study supervisor as well as other specialists in the area of study, paving way for editing of the study tool to enhance its authenticity. Reliability was tested using Cronbach’s Alpha, whereby the values above 0.7 were indicated presence of reliability while values below signified lack of reliability of the research instrument. The raw primary data collected was then be coded prior to being input into SPSS software. Multiple regression analysis was then being used to assess the effect of marketing strategies on corporate branding. The study found out that Safaricom Limited adopted pricing, distribution, promotion and product strategies to a moderate extent. Pricing and distribution strategies did not have significant effect on brand performance. Promotion and product strategies however significantly affected brand performance. The study also established that a good correlation exists between marketing strategies and corporate branding. The study concluded that marketing strategies significantly, affect brand performance of Safaricom Ltd. The study recommended that managers should therefore concentrate their limited attention and resources on finding the right marketing mix that will improve the firm’s performance. In addition, marketing managers and supervisor’s need to comprehend the fact that although some elements still exert a positive and significant effect on the firm performance, the firms should also endeavor to examine the potential value creation of marketing strategies and align this value to their overall strategy.
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    PublicationOpen Access
    Pricing Strategies On Brand Performance: A Case Study Of Safaricom Limited Kenya
    (African Journal of Social Issues, 2024-03-23) Yussuf, Muhumed Abdi; Kilei, Pearly
    Pricing strategies are critical determinants of a company's market share, profitability, and overall competitive advantage. This study explores the impact of various pricing strategies on the brand performance of Safaricom Ltd, Kenya's leading mobile phone operator. The research aims to understand how differential, competitive, and value-based pricing strategies influence brand performance. A descriptive research design was employed, integrating both qualitative and quantitative methods. Data were collected using structured questionnaires from a sample of 219 respondents out of a target population of 430 management staff at Safaricom's head offices in Nairobi. The findings indicate that Safaricom's strategic approach to pricing significantly enhances its market dominance and brand loyalty. Specifically, the company’s focus on cost standards, competitive pricing, and periodic price adjustments based on operating costs has strengthened its brand perception and customer satisfaction. The study concludes that aligning pricing strategies with customer value perception is essential for sustaining high brand performance. Recommendations include developing flexible pricing strategies tailored to specific market segments, continuous assessment of pricing strategies in response to market dynamics, and further research on the long-term effects of pricing strategies on brand performance in other sectors and regions