TABLE OF CONTENTS
DECLARATION .......................................................................................................... i
ACIZNOWLEGMENTS ............................................................................................. ii
DEDICATION ........................................................................................................... iii
ABBREVIATION AND ACRONYMS .................................................................... .iv
TABLE OF CONTENTS ............................................................................................ v
CHAPTER ONE
1.0 INTRODUCTION ................................................................................................. 1
1.1 BACKGROUND ................................................................................................... I
1.2 STATEMENT OF THE PROBLEM .................................................................... .4
1.3 OBJECTIVES OF THE STUDY .......................................................................... 5
1.4 SPECIFIC OBJECTIVES ..................................................................................... 5
1.5 Research questions ................................................................................................ 5
1.6 Significance of The Study ..................................................................................... 5
1.7 THE SCOPE OF THE STUDY ............................................................................. 6
1.8 ASSUMPTION OF THES STUDY ...................................................................... 6
1.8 CONCEPTUAL FRAMEWORK .......................................................................... 6
CHAPTER TWO
LITERATURE REVIEW ......................................................................................... 7
2.1 INTRODUCTION ................................................................................................. 7
2.2 Theoretical review ................................................................................................. 7
2.2.1 Meaning and focus of marketing ........................................................................ 7
2.2.2 THE NATURE OF STRATEGIC MARKETING ........................................... 10
2.2.3 STRATEGIC MARKETING PROCESS ......................................................... 10
2.2.4 MARKETING STRATEGIES, MEANING AND TYPES ............................. 15
2.2.5 MARKETING IN THE SACCO SECTOR ...................................................... 18
2.2.6 Performance of SACCOs .................................................................................. 21
2.2.7 Empirical Review ............................................................................................. 21
V
CHAPTER THREE
RESEARCH METHODOLOGY ........................................................................... 24
3 .1 Introduction ......................................................................................................... 24
3.2 Research design ................................................................................................... 24
3.3 Target population ................................................................................................. 24
3.4 SAMPLING ......................................................................................................... 24
3.4.1 Sa1nple size ....................................................................................................... 24
3.4.2 Sampling technique .......................................................................................... 25
3.5 Data collection procedure .................................................................................... 25
3.6 Data analysis techniques ...................................................................................... 25
CHAPTER FOUR
DATA PRESENTANTION AND ANALYSIS ...................................................... 26
4.0 INTRODUCTION ............................................................................................... 26
4.1 Data presentations and analysis ............................................................................ 26
CHAPTER FIVE
CONCLUSIONS AND RECOMMENDATION ................................................... 34
5.0 Introduction ......................................................................................................... 34
5 .1 Conclusion ........................................................................................................... 34
5.2 Reco1111nendation ................................................................................................. 35
1.3 Areas of further research ............................................................................... 3 5
REFERENCES .......................................................................................................... 36
APPENDIX II ............................................................................................................ 39
QUESTIONNAIRE ................................................................................................... 39
CHAPTER ONE INTRODUCTION This section presents information on the background to the study, statement of the objective problem, objectives, research questions, significance, the scope as well as the assumption of the study 1.0BACKGROUND Marketing is generally considered as the process by which companies create value for customer and build strong customer relationship inorder to capture the value from customers in return (Kotler & Gray 2007).A strategy on the other hand is a finn's game plan for competition and survival in a turbulent (Kotler, 1988; Wheelen et al, I 999). According to Porter (1985) a marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve sustainable competitive advantage. Thus a strategy indicates opportunities to pursue, specific target markets to address and the types of competitive that are to be developed and exploited by a firm's management (Dibbs and Pride, 2006).A marketing strategy is therefore a method of focusing an organization's energies and resources on a course of action which can lead to increased sales and dominance of a target market niche.It should be centered on the key concept of customer satisfaction (Richard et. Al, 2009). Dibb and Pride (2006) assert that marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives and often integrate an organization's marketing goals, policies, and tactics into cohesive whole.
