Effects of Marketing Strategies on Competitive Advantage of Public Technical and Vocational Education and Training Institutions in Nairobi, Kenya.

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dc.contributor.authorMurugi, Munyi Marylinet
dc.date.accessioned2024-10-28T09:18:49Z
dc.date.available2024-10-28T09:18:49Z
dc.date.issued2022-10
dc.descriptionMASTER OF BUSINESS ADMINISTRATION in strategic management and marketing
dc.description.abstractThe success of any organization or institution depends on its ability to satisfy the needs of the customers. The effective use of marketing strategies has become a crucial instrument in ensuring the success operations of education institutions. It is due to the above statement that this study sought to assess the effects of marketing strategies on competitive advantage of public technical and vocational education and training institutions in Nairobi, Kenya. The study was guided by the following objectives: To identify the marketing strategies adopted by TVET institutions, establish the measures of enhancing competitive advantage at TVET, and to establish the effect of marketing strategies in creating competitive advantage. The theories reviewed the study were Ansoff matrix theory, profit-maximizing and competition-based theory and market-based view theory. The study used a descriptive research design. The study population was public TVET institutions in Nairobi and the target population was the staff members of the institutions. From each institution, 3 staff members were selected using simple random sampling technique to form the sample size. Data was collected by use of questionnaires and analyzed by use of SPSS Version 23.0 and Microsoft Excel. The results were then illustrated using tables for more analysis while exposition to the tables was displayed in prose. This produced quantitative reports through use of tables and percentages. According to the findings of this study, the use of marketing strategies has a significant effect on competitive advantage of the TVET institutions as illustrated by the data collected. 78% of the institutions use marketing strategies while 95.8%, 93.8%, 31.3% and 14.58% use market penetration strategy, market development strategy, product development strategy and diversification strategy respectively. The study concluded that though the above strategies might be the most common, they might not be the best with the current state of the industry. The study recommended that the TVET institutions should look for alternative marketing strategies that might be more effective and relevant to the state of the industry.
dc.description.sponsorshipDaystar University, School of Business and Economics
dc.identifier.citationMurugi, M. M. (2022). Effects of Marketing Strategies on Competitive Advantage of Public Technical and Vocational Education and Training Institutions in Nairobi, Kenya. Daystar University, School of Business and Economics
dc.identifier.urihttps://repository.daystar.ac.ke/handle/123456789/5571
dc.language.isoen
dc.publisherDaystar University, School of Business and Economics
dc.subjectsatisfy the needs of the customers
dc.subjectmarketing strategies
dc.subjectcompetitive advantage
dc.subjectpublic technical and vocational education and training institutions
dc.titleEffects of Marketing Strategies on Competitive Advantage of Public Technical and Vocational Education and Training Institutions in Nairobi, Kenya.
dc.typeThesis

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