An Assessment of Strategic Marketing Practices on Market Performance of the Kenyan Football Industry: Nairobi, Kenya.
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Date
2016-05
Authors
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Journal ISSN
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Publisher
Daystar University, School of Business and Economics
Abstract
Strategic marketing plays an important role within an organization as it underlines ways in which an organization distinguishes itself from other organizations and competitors. Market performance entails the position that a firm holds within an industry and its gradual progress.
This study sought to assess strategic marketing practices on the market performance of the Kenyan football industry. This study focused on the Kenyan Football industry. The target population included relevant employees from the FKF and the Kenya Premier League Limited, an organization under the FKF with mandate to manage the largest league in Kenya, top team management of teams headquartered in Nairobi and football fans. The total population of football fans in Nairobi was 1.2 million while that of the FKF staff members was 322. The sample size for the research was 162. A questionnaire was distributed to the sample population as a way to collect primary data. The method that was used in this study to collect data from the top management of football in Nairobi, Kenya was purposive sampling while a simple random method was used to collect data from the football fans questionnaire. Secondary data was gathered from library materials, journals and the internet platform which is a rich source of information. Quantitative data collected was analyzed by the use of SPSS version 22. The study recommends that organization should be trustworthy and builds trust among public and clients by being reliable. The study further recommends that integrity of the management should be valued to ensure corruption and embezzlement of funds was wiped out and the organization
should be training its officials.
Description
MASTER OF BUSINESS ADMINISTRATION in Strategic Management and Marketing
Keywords
Strategic marketing, organization, competitors, Market performance
Citation
Kibua, D. N. (2016). An Assessment of Strategic Marketing Practices on Market Performance of the Kenyan Football Industry: Nairobi, Kenya. Daystar University, School of Business and Economics