Marketing strategies, competitive strategies and performance of media houses in 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, to determine how pricing strategy affect the organizational performance, to establish how promotional strategy and distribution strategy affect the organizational performance and finally to 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-sectional survey method, which is illustrative for the various media houses in Kenya. In this study, the purposive sampling technique was used which included the unit of observation for the selects the six media houses which had been in operation for the last twenty years. On other hand the unit of analysis was used, basing on the census which was used on the selected 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 to establish the relationship between marketing strategy, competitive strategy and performance of media houses in Kenya. 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.