Publication: Influence of marketing strategies on brand performance in Kenya: case of Safaricom limited
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2024-07
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Mount Kenya University
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Abstract
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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Keywords
Competitors, Marketing strategy, Corporate performance, Promotion strategies, Safaricom Kenya Ltd