MARKETING APPROACHES AND PERFORMANCE OF OIL AND ELECTRIC COMPANIES

Abstract

Purpose: The purpose of the study is to investigate the influence of marketıng approaches and performance of oıl & electrıc companıes. Specifically, the investigation focusses on the influence of purchasing costs, product satisfaction, pricing strategy, market penetration strategy and distribution strategy on the profitability of oıl & electrıc companıes in Kenya. Design/ Methodology/Approach: Therefore, the proposed choice of research design will be a descriptive cross-sectional design. The target population of this study will be the respondents from the Kenya Power and Lighting Company head office; the marketing department of the company. The study will, therefore, target the 268 managers and the employees at the department. The study will scientifically apply a 30% sampling technique of the target population to arrive at a sample of 80 respondents. The study will apply btoth qualitative and quantitative in approaches where both primary and secondary data will be used. Findings: By improving on the skills, expertise and knowledge on how to apply marketing strategies to Kenyan consumers, KPLC will definitely see the improved performance since the strategies have been previously found to have a positive impact on profitability. Contribution to policy and practice: Therefore, through the research, policymakers in conjunction with the marketing managers of oıl & electrıc companıes are encouraged to put into practice the ideas and knowledge from this study and formulate marketing plans and strategies that are feasible, costeffective and profit-oriented in both the short and long run. This is with the aim to improve electrification in entire Kenya especially in the rural and marginalized areas. Originality/Value: By investigating the influence of marketing strategies on the profitability of Kenya Power and Lighting Company, the study proves to be a maiden study, since it seeks to fill in the gap and inform the management on the best possible approaches to handle alleviate the problem