Influence of Marketing Turnaround Strategies on Performance of Uchumi Supermarket in Nairobi City County, Kenya

Martin Kimemia Gathiru *

Mount Kenya University in Thika, Kenya.

Ali Khamah

Lukenya University in Mtito Andei, Kenya.

Musa Nyakora

Adventist University of Africa, Kenya.

*Author to whom correspondence should be addressed.


Abstract

Many retail outlets in Kenya are facing declining performance due to myriad of challenges from changing business environment. One of the major variables threatening their performance is marketing aspects. The organizations work hard in their distress for survival. To effect this, they initiate and implement marketing turnaround strategies to attain recovery and sustainable performance. This article is an effort to study and establish the relationship between marketing turnaround strategies and organizational performance. Specific marketing turnaround strategies studied included aggressive marketing stance of the company’s products, development of new products, marketing of new products, marketing of the company’s history, adoption of relationship marketing strategy, adoption of multichannel marketing strategies, market acquisition strategies through promotions, market retention strategies through promotions, marketing of the company values such as home-grown, and marketing of the company’s service elements. The objective of the study was the relationship of marketing turnaround strategies on performance of Uchumi supermarket. The study used a casual research design. The investigation was carried out using open ended, closed ended questionnaires and interviews. The theories underpinning the study were Resource Based View, Dynamic Capabilities Theory, Open Systems Theory, and competitive theory. The target population is 450 Uchumi supermarket staff members respectively. The sample size of the study was 82 employees. The validity of the questionnaire was examined using the face and content validity while the reliability was examined using the Cronbach alpha coefficient. Data analysis was carried out using descriptive statistics (means, frequency distribution and standard deviations) and inferential statistics (linear correlation and multiple linear regressions). The null hypothesis was rejected since F (10, 58) = 17.413, p<0.05. Since p value is 0.000, it implied that there is a 0.000% likelihood or probability that the model gave a wrong prediction and therefore the model was found to a good fit of the data. Therefore, the alternative hypothesis that marketing strategies have significant influence on organizational performance of Uchumi supermarket was adopted.

Keywords: Marketing strategies, organizational performance, evaluation


How to Cite

Gathiru , Martin Kimemia, Ali Khamah, and Musa Nyakora. 2023. “Influence of Marketing Turnaround Strategies on Performance of Uchumi Supermarket in Nairobi City County, Kenya”. Asian Journal of Economics, Business and Accounting 23 (13):96-104. https://doi.org/10.9734/ajeba/2023/v23i13999.

Downloads

Download data is not yet available.

References

Ruth N, Nabatanzi R. corporate social responsibility and market share of a company; case study mobile telephone network (M.T.N) Uganda. International Journal of Research in Management, Economics and Commerce. 2012; 4(2):42–46.

Nyariki A. Effect of marketing strategies in gaining market share by insurance companies in Kenya. International Research Journal of Applied Economics and Finance. 2014;2(3):54–59.

Wachira PN. The January effect and market returns; evidence from the Nairobi securities exchange. International Journal of Bank Marketing. 2013; 2(1):45–49.

Kagunga P. A Comparison of performance between unit trusts and a market portfolio of shares at Nairobi stock exchange. International Journal for Management Science and Technology. 2010;2(3): 65–70.

Omollo D. Competitive strategies applied by bank agents to sustain their market share (a case of commercial banks in Migori County). International Journal of Social Sciences and Entrepreneurship. 2013;4(2):35–39.

Peter PW. Competitive strategies effects on the market share of independent petroleum companies in Kenya. International Journal of Innovative Research and Development. 2014;3(5): 149–153.

Connolly DJ, Moore RG. Understanding information technology investment decision making in the context of hotel global distribution systems; a multiple case study. Journal of Business and Management. 2010;2(1):25–30.

Mwanzia E. Creating Competitive advantage through outsourcing: A survey of classified five star business hotels in Nairobi. International Journal of Social Sciences and Entrepreneurship. 2012;2(3): 4–10.

Idris NM. Brand Image association, strategy and customer attraction in casual dining restaurants; diagnosing the operator’s views. Interdisciplinary Journal of Contemporary Research in Business. 2012;2(3):25–30.

Kariuki M. Evolution of competitive strategies implemented by Barclays bank of Kenya. Journal of Small Business Management. 2014;1(2):5-7.

Munyae K. Influence of turn around strategies on the performance of Kenol-Kobil Kenya Limited. Journal of Business Administration and Management Sciences Research. 2015;2(3):54–62.

Obonyo G. Evaluating marketing Strategies adopted by supermarkets for competitive edge: A case of Kisii town supermarkets. Interdisciplinary Journal of Contemporary Research in Business. 2013;4(12):15-40.

Murthi B, Rao R. Price awareness and consumers’ use of deals in Brand Choice. Journal of Retailing. 2012;88(1): 67-81.

Murcott A, Belasco W, Jackson P. The handbook of food research. New York: Sage; 2013.

Sakwa D, Oloko M. Effect of customer service practices on performance of banks: A survey of commercial banks in Kitale Town, Kenya. Interdisciplinary Journal of Contemporary Research in Business, 2014;5(9):261-275.

Ondieki H. The effect of customer experience strategy on the performance of Kenya Commercial Bank Ltd. Master of Business Administration, School of Business University of Nairobi. 2011; 10-50

Nzuki F. Strategic alliance and performance by Kenya Commercial Bank Group Limited. Master of Business Administration, School of Business, University of Nairobi. 2016;10-50.

Aliata V, et al. Influence of promotional strategies on banks performance. International Journal of Business, Humanities and Technology. 2012; 2(5):169-179.