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Influence of Marketing Strategies on Performance of Strathmore University

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Influence of Marketing Strategies on Performance of Strathmore University INFLUENCE OF MARKETING STRATEGIES ON PERFORMANCE OF STRATHMORE UNIVERSITY, KENYA BY JACQUELINE NGURE A RESEARCH PROJECT PRESENTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF MASTER OF BUSINESS ADMINISTRATION DEGREE, UNIVERSITY OF NAIROBI NOVEMBER 2018 DECLARATION I, the undersigned, declare that this is my original work and has not been presented to any institution or university other than the University of Nairobi for examination. Signed: _____________________Date: __________________________ JACQUELINE NGURE D61/79038/2015 This research project has been submitted for examination with my approval as the University Supervisor. Signed: _____________________Date: __________________________ PROF. JUSTUS MUNYOKI Associate Professor, Department of Business Administration Business School, University of Nairobi ii DEDICATION This work is dedicated to my entire family who gave me invaluable moral support throughout the period. iii ACKNOWLEDGEMENT I would like to sincerely acknowledge my supervisor Prof Justus Munyoki , who has guided me enthusiastically through the research project. His support is invaluable. I would also like to acknowledge my family members, friends and colleagues whose support has made it possible for me to come this far in my academics. I also acknowledge my course mates and lecturers at the University of Nairobi for sharing their knowledge and supporting me through the academic period. iv ABSTRACT The general objective of the study was to determine the effect of marketing strategies on performance of Strathmore University. Specifically, the study sought to determine the marketing strategies adopted by Strathmore University and establish the effect of marketing strategies on performance of Strathmore University. This study was based on three theories namely Ansoff growth strategy theory, the resource-based view theory of the firm and the competence-based strategy theory. The study adopted a case study research design. This study used primary data to address the study’s objectives. Primary data was collected from the Deans of each of the nine schools or their representatives using an interview guide. Content analysis was used to analyze qualitative data. The study concluded that Strathmore University had adopted marketing strategies. These marketing strategies included product differentiation, pricing, distribution and promotion. The study also concluded that marketing strategies have a positive impact on the organization performance of Strathmore University. The study revealed that marketing strategies has resulted to better customer satisfaction, operational efficiency, time management and service delivery. In addition, adoption of marketing strategies has resulted to an increase in the number of students enrolling, increase in the number of programs and increase in the number of graduates. Further, the study concluded that Strathmore University has adopted product differentiation and promotion strategy to a greater extent compared to pricing and distribution marketing strategies. Based on the study findings he study recommended that Strathmore University should take the initiative to create awareness for all programs. They should strive to erase the notion that is created that the institution only focuses on business related courses. The study also recommends that the institution ought to create a fully operational marketing department which will market all programs as opposed to leaving the responsibility of marketing to individual departments. This would result to better results as the aspect of specialization in business would take effect and the marketers are only tasked with only one main task. The study also recommends that the institution should work towards attaining accreditation from international bodies so as to attract foreign students and achieve the objective of going global. Further, the study recommends that the institution ought to adopt flexible modes of payment so as to accommodate all students. For instance, they can introduce instalment payments of tuition fees. Additionally, they can make arrangements to reach out to people where they are and take the professional short courses to the ground. For instance, they can conduct those trainings at company’s boardrooms. v TABLE OF CONTENTS DECLARATION .......................................................................................................... ii DEDICATION............................................................................................................ iii ACKNOWLEDGEMENT .......................................................................................... iv ABSTRACT .................................................................................................................. v LIST OF FIGURES .................................................................................................... ix LIST OF ABBREVIATIONS ..................................................................................... x CHAPTER ONE: INTRODUCTION ........................................................................ 1 1.1 Background of the Study ..................................................................................... 1 1.1.1 Marketing Strategies ...................................................................................... 2 1.1.2 Firm Performance .......................................................................................... 4 1.1.3 Higher Education in Kenya ........................................................................... 6 1.1.4 Strathmore University ................................................................................... 7 1.2 Research Problem ................................................................................................ 8 1.3 Objective of the Study ....................................................................................... 10 1.4 Value of the Study ............................................................................................. 10 CHAPTER TWO: LITERATURE REVIEW ......................................................... 12 2.1 Introduction ........................................................................................................ 12 2.2 Theoretical Review ............................................................................................ 12 2.2.1 Ansoff’s Market Growth Model .................................................................. 12 2.2.2 Resource - Based View Theory ................................................................... 14 2.2.3 Competence Based Theory .......................................................................... 15 2.3 Marketing Strategies .......................................................................................... 15 2.3.1 Product Strategy .......................................................................................... 16 2.3.2 Pricing Strategy ........................................................................................... 17 vi 2.3.3 Distribution Strategy ................................................................................... 17 2.3.4 Promotion Strategy ...................................................................................... 18 2.4 Empirical Literature Review .............................................................................. 19 2.5 Conceptual Framework ...................................................................................... 22 CHAPTER THREE: RESEARCH METHODOLOGY ........................................ 23 3.1 Introduction ........................................................................................................ 23 3.2 Research Design ................................................................................................ 23 3.3 Population of the Study ...................................................................................... 24 3.4 Data Collection .................................................................................................. 24 3.5 Data Analysis ..................................................................................................... 24 CHAPTER FOUR: DATA ANALYSIS, PRESENTATION AND INTERPRETATION ................................................................................................. 26 4.1 Introduction ........................................................................................................ 26 4.2 Interview Guide Response Rate ......................................................................... 26 4.3 Background Information of the Respondents .................................................... 26 4.4 Marketing Strategies adopted by Strathmore University ................................... 27 4.4.1 Product Differentiation Strategies ............................................................... 27 4.4.2 Pricing Strategy ........................................................................................... 28 4.4.3 Distribution Strategy ................................................................................... 29 4.4.4 Promotion Strategy ...................................................................................... 30 4.4.5 Suggestion for Other Marketing Strategies ................................................. 31 4.4 Organization Performance ................................................................................. 31 4.5 Discussion of Findings ....................................................................................... 33
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