Marketing Strategies, Competitive Strategies and Organization Performance of Media Houses in Kenya

International Journal of Research and Scientific Innovation (IJRSI) | Volume VII, Issue VII, July 2020 | ISSN 2321–2705

Marketing Strategies, Competitive Strategies and Organization Performance of Media Houses in Kenya

Mercy Wanjiru Ngundo, Wanjiku Ng’ang’a Kinyanju and Julius Kahuthia Mwangi
St Paul’s University Limuru P.O Box Private Bag, Limuru, Kenya

Abstract: Media houses in Kenya have continued to grow with most individuals owning a station due to affordability and fewer restrictions that are offered by the Communication Authority, which is the regulating body in Kenya. This rampant growth in the industry has propelled competition and hence the need to restructure marketing strategies. The general objective of this study was to assess whether marketing strategies and competitive strategies affect organization performance in media houses in Kenya. The specific objectives were to establish how the core service strategies affect the organizational performance, determine how pricing strategy affect the organizational performance, to establish how promotional strategy and distribution strategy affect the organizational performance and finally determine the moderating effect of competitive strategies on the relationship between marketing strategies and organizational performance of media houses in Kenya. The study was guided by four theories which included the marketing mix theories, Push and Pull theory, Resources Advantage theory and open system theory. The study adopted the descriptive cross-section survey method, which is illustrative for the various media houses in Kenya. In this study, the convenience sampling technique was used to select the six media houses which have been in operation for the last twenty years. Consequently, two units which were the unit of observation and analysis whereby the managers of those six media houses were the respondence. Data were collected using questionnaires, and all ethical considerations were strictly observed. On data analysis, interpretation and presentation, the quantitative data generated were analyzed with the aid of statistical package for social science (SPSS). The findings of the study revealed that there is a significant relationship between marketing strategy and performance of the organization. The moderating effect had an insignificant relationship with the organization performance’s study used both Pearson’s correlation and regression analysis. Findings revealed a positive correlation between Marketing strategies and organizational performance (r=0.545, P-Value=0.000), pricing strategy (r=0.213, P-Value=0.004), Promotional strategy ( r=0.629, P-Value=0.000) and distribution strategy (r=0.394,P-Value=0.000) which show a positive correlation in all. The researcher, therefore, concludes that there is a relationship between marketing strategies and organizational performance.

I. INTRODUCTION

Marketing is a process through which the organization builds value for the consumers, and create strong customer relationship so that they can get benefit from the consumers of their brands in return. The strategy is a plan that the organization lays down to tackle competitors and survive in a turbulent environment (Ebitu & Tom, 2016) Whether the company is small or big, excellent marketing strategy is an essential aspect of the whole organization because it involves the formulation of a plan of how the organization has achieved its objectives. According to Kotler, Burton, Deans, Brown and Armstrong (2015) marketing strategy is the Process of strategically analyzing environmental, competitive and organizational factors affecting its units and forecasting on future trends of the organization.

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