Thesis:

Influence of marketing strategies on performance of NKCC in Eldoret City Uasin Gishu County

The study investigated marketing strategies including Market development, market penetration, diversification, and product development. The purpose of the study was to determine the effects of marketing strategies on the performance of New Kenya Cooperative Creameries Limited. The research was governed by the ensuing particular objectives; to determine the effect of market penetration strategy on the performance of New Kenya Cooperative Creameries Limited, to determine the influence of diversification strategy on the performance of New Kenya Cooperative Creameries Limited, to determine the influence of market development strategy on the performance of New Kenya Cooperative Creameries Limited, and to determine the effect of product development on the performance of New Kenya Cooperative Creameries Limited. The target population for this research was the managers of the milk marketing cooperatives and the dairy farmers. Since the target population was small, a census of active cooperatives was taken hence the selection of 16 cooperative managers and a sample of 140 active cooperative farmers. Structured questionnaires were being employed to collect data. Data collected was coded and systematically organised to facilitate data processing using Statistical Package for Social Sciences (SPSS) version 27. Data was analysed utilizing multiple regression examination, in which the dependent variable was regressed on independent variables. These findings will help strengthen the cooperatives’ performance. The study found that New Kenya Co-operative Creameries Limited adopted marketing penetration, diversification, market development, and product strategies to a moderate extent. Market penetration and diversification strategies did not have a significant effect on brand performance. Market development and product strategies however significantly affected performance. The study also established that a good correlation exists between marketing strategies and performance. The study concluded that marketing strategies significantly, affect the performance of New Kenya Co-operative Creameries 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 supervisors need to comprehend the fact that although some elements still exert a positive and significant effect on the firm performance, the firms should also endeavour to examine the potential value creation of marketing strategies and align this value to their overall strategy.