Influence of Strategic Marketing Capabilities on Performance of Manufacturing Firms in Kenya

Abstract

The objective of the study was to determine the influence of strategic marketing capabilities on performance of manufacturing firms in Kenya. A descriptive survey design was used to analyse the primary data collected through self-administered questionnaires. Data was analysed using descriptive statistics and inferential statistics where data was coded and descriptive statistics generated using SPSS. Results were presented using graphs, tables and chart. Results indicated that strategic marketing capabilities have a positive and significant effect on performance. Firms should constantly carry out market research is carried out to ascertain the needs of customers and adoption of marketing information that enables the firm to maintain relationship with customers and in turn this will enable them to launch new products in the market successfully by use of information coming from the market.