n Journal of Emerging Trends in Economics and Management Sciences - An assessment of the effectiveness of marketing strategies adopted by sugar manufacturing companies in Kenya

Volume 4, Issue 3
  • ISSN : 2141-7024
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Companies today operate in an increasingly dynamic and challenging environment. Challenges are forcing firms to seek the best management and marketing strategies, to grow their market share and increase shareholder value. The study sought to understand types and effectiveness of the marketing strategies Kenyan sugar firms have adopted to survive against any negative effects of the East African regional integration. The study targeted 357 senior and middle level managers of MSC from whom a sample of 112 respondents was selected. This is because formulation of marketing strategies is a policy issue and managers are the developers and implementers of policies. Sample selection employed stratified sampling, purposive sampling and random sampling methods. Data was collected using self-administered questionnaires. It was then coded, cleaned, analyzed and interpreted using descriptive statistics and inferential. The study revealed that the increase in market share, a rise in profit and revenue and a decrease in operational costs were highly related as they gave a positive value of 0.7. A one sample t-test was used to test whether a sample mean of market share significantly differed from hypothesized values of 50% and 30% in relation to other sugar companies. The study established that MSC market share was about 60%. It is recommended that sugar companies enter into joint ventures to conduct research into production of fast-maturing cane and value-added products. Kenyan sugar firms should also consider adopting more efficient processes and joint marketing, to reduce waste and, enhance their competitiveness and market share. The study is intended to contribute to knowledge of competitive marketing strategies adopted by sugar firms in the business world. Students of marketing management who are interested in further research on competitive marketing strategies adopted by sugar firms or other organizations will be challenged and expected to benefit from the study. The study could also help the management of MSC to evaluate the effectiveness and challenges of various marketing strategies in order to enhance its competitive advantage over imported sugar from COMESA.

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