Abstract: The majority of feed manufacturing firms are concentrated in the major towns in Kenya and the current market allows for free entry and exit into the industry, this gives rise to heavy investment in marketing by many firms in the country so as to grow and maintain their market share. The study thus aimed at finding out the effect of competitive strategies on the marketing performance of animal feeds in Nairobi County, guided by specific objectives; To determine the influence of cost leadership on marketing performance of the Animal feed industry in Nairobi County, Kenya; to establish the influence of product differentiation strategy on marketing performance of Animal feed industry in Nairobi County, Kenya; to evaluate the influence of market focus strategy on the marketing performance of Animal feed industry in Nairobi County, Kenya. The study adopted a descriptive research design, with a population of all the 38 registered animal feeds firms in Nairobi County, the study thus targeted sales and marketing management teams from each of the companies. The study employed stratified random sampling where the 38 firms were made into units then targeted 3 respondents from each unit; Sales and marketing manager, operations manager and sales representative giving a total of 114 respondents. The study used questionnaire as the main primary tool for data collection and SPSS 24.0 for data analysis. The presentation was in form of tables and charts. The results of the data analysis were presented and conclusions were drawn. From the results it was concluded that all the four competitive strategies of Cost leadership, Focus, differentiation and lock-in effect have a positive and significant relationship to performance. This study recommends that animal feeds manufacturers in Kenya should use more of the cost leadership strategy since it has the biggest significant relationship to performance.
Keywords: Cost Leadership Strategy, Market Focus Strategy, Product Differentiation Strategy, lock-in effect strategy, Marketing Performance.
Title: Influence of Competitive Strategies on Marketing Performance of Animal Feeds Industry in Nairobi County, Kenya
Author: Njuguna Jacob Gathuru, Dr Godfrey K. Makau
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
Vol. 10, Issue 4, October 2022 - December 2022
Page No: 329-348
Research Publish Journals
Website: www.researchpublish.com
Published Date: 26-October-2022
