effect of integrated marketing communication (IMC) on sales performance by Taking Keronche Brewery Nairobi- business research project

Institution Kimathi Institute of Technology
Course Business , hrm
Year 3rd Year
Semester Unknown
Posted By MAKORI KERECHA
File Type docx
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The main target of the research was to measure and determine the effect of integrated marketing communication (IMC) on sales performance by Taking Keronche Brewery Nairobi plant as a case study and its branch office situated in Nairobi. Basically, integrated marketing communication is all about synchronizing or coordinating the five marketing communication tools for the best of marketing output. The five tools of IMC are, advertisement, sales promotion, personal selling, direct marketing and public relation. All the sales and marketing department staffs of the company are considered as target populations (census was taken), which were 240 in number out of which around 193 questionnaires were appropriately filled the rest 47 were not filled hence excluded from consideration. The collected data were processed through statistical package for social science (SPSS). Data obtained were analyzed by using multiple regression analysis to find out the magnitude and direction of each of the IMC tool in affecting sales performance. Based on the output of the multiple regression all the five elements of IMC, namely Advertisement, sales promotion, personal selling, direct marketing and public relation have positive and significant effect on the sales performance of Keronche Brewery Share Company. When it comes to the magnitude or the strength of the effect of the IMC tools on the sales performance of the firm the highest significance value is recorded by direct marketing and the lowest is for advertisement. Advertisement’s low significance value is found to be due to the government ban on advertising any alcoholic beverages through two of the most important broadcast advertisement means (TV and radio) and also through open air banners, which come in to effect in 2019. Therefore, it is recommended that the firm expected to find and engage in other contemporary advertising mediums such as social media advertisement not to lose its market positioning. The firm also doing its best to fulfil its corporate social responsibilities as a public relation activity but there is a gap in letting the public know about the firm’s public relation efforts so the company needs an extensive promotion of its public relation activities. The firm needs to maintain the effects of direct marketing and sales promotion since its effect on sales performance found to be significant and also needs to incorporate other tools to boost its sales promotion and direct marketing activities. Personal selling also has a significant effect on sales performance of the firm but still it needs much effort to improve its level of significance.
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FACTORS INFLUENCING LOAN PORTFOLIO PERFORMANCE OF COMMERCIAL BANKS IN KENYA-BUSINESS RESEARCH PROJECT
The banking sector is a key source of funding for most businesses. Improved loans portfolio management leads to high performance in functions and activities of an organization. It has an effect on total economy of the country and activities of all organizations. Commercial banks use various avenues to generate their income. Loans disbursed to customer are among many other avenues that are used to generate revenue. However, not all loans disbursed are serviced by debtors. Defaulted loans are on the increase in most Financial Institutions and this causes the banks not to meet their obligation of wealthy maximization. The study therefore sought to investigate factors influencing Loans Portfolio Performance in Commercial Banks of Kenya. Specific objectives were; to establish influence of Credit Management, to determine the influence of Unsecured Loans, to evaluate the effect of Repayment Characteristics and finally to analyze the influence of Technological advancement on loans Portfolio Performance of Commercial Banks in Kenya. Descriptive research design was used. Data collection was sought from Commercial Banks Headquarters in Nairobi. The study was based on census approach as it focused on all the commercial banks listed on Nairobi Security Exchange (NSE), Kenya. For each commercial bank listed, 5 respondents were sought and this provided 55 respondents. The study employed both secondary and primary data. Instruments used to collect data were questionnaires, financial reports of Central Bank of Kenya website and Kenya Bankers Association journals. The analysis of tabulated data employed descriptive statistics correlation and regression with the use of Statistical Package for Social Science (SPSS). The conclusion from the findings indicates that employing proper Credit Management has affirmative and considerable influence on Loans Portfolio Performance of Commercial Banks in Kenya. Unsecured Loans has a significant and positive impact on Loans Portfolio Performance of Commercial Banks in Kenya. Further it was revealed that employing proper evaluation of Repayment Characteristics has significant and positive influence on Loans Portfolio Performance of Commercial Banks in Kenya and that Technological Advancement has significant and positive influence on Loans Portfolio Performance of Commercial Banks in Kenya. Recommendation of the study is that commercial banks should ensure they adopt sound Polices review, carry out proper client functioning credit management department. Further it is recommended that commercial banks should engage more feasible loan security measures intended to lessen loan delinquency ratios which can subsequently encourage positive customer performance.
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