Internal environmental factors influencing the implementation of marketing strategies by garment- making micro-enterprises in kenya
Abstract
Marketing is important in any organization that aims at gaining a competitive edge. In Kenya, the clothing industry is characterized by a very dynamic environment and intense competition caused mainly by enlarging globalization, trade liberalization and the second-hand (mitumba) clothes. In such an environment, it is difficult for an enterprise to maintain long-term success. Thus, a sound marketing strategy is critical to the survival and growth of micro-enterprises in the garment making sector. Numerous studies acknowledge that strategies frequently fail because of ineffective implementation. This research aimed at determining the Internal Environmental (IE) factors that enable or impede effective strategy implementation in the garment making micro-enterprises. Ex-post facto design was used and data collected using an interview guide and a questionnaire from a randomly selected sample of 265 respondents for the survey and 40 respondents for the interview. Data was analyzed both quantitatively and qualitatively using exploratory factor analysis and multiple regression analysis to identify and determine the IE factors influencing strategy implementation. Business organizational structure and Culture; and Record Keeping and Financial Management were found to have the greatest influence on the marketing strategy implementation. Further research is recommended to explore the impact of the internal environment factors on the enterprise performance and growth.References
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