Effect of Marketing Strategies on Organizational Performance in the Media Industry in Kenya: A Case of Mediamax Network Limited

Abstract

This study sought to assess the effects of marketing strategies on organizational performance in the media industry; with a specific focus on Mediamax Network Limited. The study was guided by the following objectives: To assess the marketing strategies used by Mediamax Network Limited; to assess the trends in organizational performance at Mediamax Network Limited; and to establish the effects of marketing strategies on organizational performance at Mediamax Network Limited. The study employed descriptive research design and targeted employees at Mediamax Network Limited headquarters in Nairobi. The study’s sample size was 108 and purposive sampling technique was used. Data was collected by use of questionnaire and was analyzed using Statistical Package for the Social Sciences (SPSS), version 20. The study findings revealed that a majority of the employees at Mediamax Network Limited recognized the use of marketing strategies, with market development strategy being the most implemented strategy, followed by product development and lastly market penetration; a majority of the respondents agreed to customer satisfaction, profitability and market share as measures of organizational performance; and that there was a strong positive relation between marketing strategies and organizational performance. The study recommended that Mediamax Network Limited could re-evaluate its marketing and have a stronger implementation of product development and market penetration strategies; and that the government could look at how to train media organizations on adequate leadership and on enhancement of organizational culture.