Record Details

Analysis of retail marketing strategies on organizational competitiveness

International Journal of Management and Information Technology

View Archive Info
 
 
Field Value
 
Title Analysis of retail marketing strategies on organizational competitiveness
 
Creator Odera, Odhiambo
 
Subject Retail marketing strategies; organizational competitiveness; Kenya
 
Description The purpose of this study was to analyze retail marketing strategies on organizational competitiveness. The study attempted to examine the strategies that have been applied and adopted by the retail companies elsewhere in attempt to understand how retailing functions. A descriptive research design was employed in this study. The population was marketing executives in the selected bottling companies in Kenya. Primary data was collected using closed questionnaire. The data collected was organized and presented using descriptive statistics. Correlation analysis was also utilized for data analysis. Findings indicate that the most pursued retail marketing strategies were; marketing segmentation, product strategies, distribution, pricing, marketing relationship and promotions. The findings also suggest that bottling companies rely on combination of strategies as different market segments respond differently hence need for product-specific marketing strategy.
 
Publisher CIRWORLD
 
Date 2008-08-30
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://cirworld.com/index.php/ijmit/article/view/1366
 
Source INTERNATIONAL JOURNAL OF MANAGEMENT & INFORMATION TECHNOLOGY; Vol 3 No 2; 43-46
2278-5612
 
Language eng
 
Relation https://cirworld.com/index.php/ijmit/article/view/1366/1332
 
Rights Copyright (c) 2013 INTERNATIONAL JOURNAL OF MANAGEMENT & INFORMATION TECHNOLOGY
http://creativecommons.org/licenses/by/4.0