Browsing by Author "Ommala, Ruth"
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Ommala, Ruth (Daystar University, School of Business and Economics, October , 2021)[more][less]
Abstract: This study focused on exploring the marketing strategies used by sugar manufacturers in Kenya to improve their performance by gaining a suitable competitive edge in the marketplace. The objectives of the study were to identify the marketing strategies used by Sony Sugar Company, assess how competitive advantage was measured at the company, and examine how the company’s marketing strategies influenced its competitive advantage in the market. The study was anchored on three theories, namely resource-based theory, game theory in marketing strategies, and the Ansoff matrix. This research adopted the descriptive design, and the population was 1,300, comprising employees and the management of Sony Sugar Company. A sample of 117, composed of permanent employees and three key informants, was selected through simple random and purposive sampling respectively. Data were collected using questionnaires and interview guides. The collected data were analyzed using descriptive (frequencies and percentages) and inferential (regression model) statistics with the aid of the Statistical Package for the Social Sciences (SPSS), version 25.0. Findings were presented through statistical tables. The findings revealed that the major marketing strategies that had been adopted by Sony Sugar Company to enhance competitive advantage were product strategy (72.9%), pricing strategy (61.7%), promotion strategy (60.7%), place strategy (23.4%), and sale volume strategy (15.9%). Overall, the study found that when all the five marketing strategies are combined, they influence competitive advantage of sugar manufacturing companies in Kenya by up to 65.8% (Adjusted R2=0.658). The study recommended that sugar manufacturing companies should consider the marketing mix and sales volume if they hope to have an edge over their competitors. Description: MASTER OF BUSINESS ADMINISTRATION in Marketing and Strategic Management URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3835 Files in this item: 1
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