Renewing Marketing Strategy in Kenyan Automobile Industry
Kalliokuusi, Miriam (2013)
Kalliokuusi, Miriam
Lahden ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201305076844
https://urn.fi/URN:NBN:fi:amk-201305076844
Tiivistelmä
This thesis studies how to renew existing marketing strategies for case company; in so doing, the thesis fulfills its main objective. Company X, a market leader in the Kenyan automobile sector and has various well-known brands under their corporate umbrella. The automobile industry in Kenya has faced some hardship with steady decline in sales in the last couple of years and Mercedes-Benz as a brand suffered under the circumstances. One major cause of the drop in sales is due to the influx of second-hand motor vehicles in the local market. The research questions were originated with the current situation at hand; declining sales and loyalty.
The author relied on various marketing concepts to validate and justify assertions and suggestions discussed. A model by Zinkhan, George M. & James A. Verbrugge forms the pillar of the study and the renewal strategies suggested which focus on a customer oriented renewal strategy. On the theoretical framework, a situational analysis of the industry utilized tools such as PESTEL and Porter’s Five Forces in order to provide a total picture of the sector. SWOT analysis is utilized to present the strengths, weaknesses, opportunities and threats of the case company.
The research method applied in the thesis is qualitative, the data collected through structured and unstructured interviews with the company employee(s). The literature used in the study is attained from authentic publications which include books, journals, articles and online resources.
The study findings are encouraging as the renewal strategies uncovered by the author and the company are feasible and implementable in the long run.
The author relied on various marketing concepts to validate and justify assertions and suggestions discussed. A model by Zinkhan, George M. & James A. Verbrugge forms the pillar of the study and the renewal strategies suggested which focus on a customer oriented renewal strategy. On the theoretical framework, a situational analysis of the industry utilized tools such as PESTEL and Porter’s Five Forces in order to provide a total picture of the sector. SWOT analysis is utilized to present the strengths, weaknesses, opportunities and threats of the case company.
The research method applied in the thesis is qualitative, the data collected through structured and unstructured interviews with the company employee(s). The literature used in the study is attained from authentic publications which include books, journals, articles and online resources.
The study findings are encouraging as the renewal strategies uncovered by the author and the company are feasible and implementable in the long run.