By: Justine Mbula Mbiti and Samuel Maina
The logistic service companies in Kenya face intense competition since liberalization of Kenya’s economy early 1990. The companies have resorted to promotional strategies as a counter measure to the ever growing competition. Despite the expenditure on promotional techniques there is no concrete evidence of expanded overall performance as affected through these strategies and at the same time adequate facts on contribution of promotional techniques on the company’s overall performance is lacking. This study sought to establish the effect of promotional strategies on market performance of Dalsey, Hillblom and Lynn (DHL) Supply Chain Limited. The study was guided by the following specific objectives: To determine the effect of advertising strategy on market performance of DHL supply chain limited, to establish the effect of personal selling strategy on market performance of DHL supply chain limited, to investigate the effect of public relations strategy on market performance of DHL supply chain limited and to examine the effect of sales promotion strategy on market performance of DHL supply chain limited. This study was based on speech accommodation model of advertising, attribution model and push model, as it sought to establish the promotional strategies and market performance of logistic companies in Kenya. A descriptive research design was used in this research. Case study research design was adopted. The target population for this study was 554 employees of the branches of DHL Limited. Stratified random sampling technique was used to select the sample of 166 employees who were issued with questionnaires. The questionnaires were collected after three days. The researcher scrutinized the filled document analysis record sheets and questionnaires. Analysis of quantitative data was done using SPSS (Version 20) and presented using means, standard deviations and percentages. The information was organized using tables and in prose-form. On sales promotion, the respondents believe that sales promotion have effect on the market performance of the firm. Respondents indicated that the good Public relations established between the firm and its client has immensely contributed to the market performance of the firm. It was observed that adopting personal selling plays a major role to increase market share and sales, reduce costs, and build solid customer relations. It was concluded that promotional strategies have a positive effect on the performance of logistic companies in Kenya It is recommended that the company should develop comprehensive and effective advertising strategy to enhance its performance. The researcher suggests that there is need for further study on other strategies that have impact on market performance in other companies. This study is significant as it enlightens the management of logistic companies on how promotional strategies affect market performance of their companies. Further, the study assists policy makers in designing appropriate promotional strategies for logistic companies besides adding information to the library of knowledge for reference by future scholars.
Key Words: Promotional Strategies, Marketing Strategies, Market Performance, Logistic Companies in Kenya, DHL
This is an open-access article published and distributed under the terms and conditions of the Creative Commons Attribution 4.0 International License, United States unless otherwise stated.
About the Authors:
- Justine Mbula Mbiti– Correspondent Author, School of Business, Kenyatta University, Kenya
- Dr. Samuel Maina- Department of Business Administration, School of Business, Kenyatta University, Kenya