ELDORET WEST CAMPUS
SCHOOL BUSINESS AND ECONOMICS
FACTORS THAT HAVE LED INTO THE SLOW GROWTH OF BUSINESS ESTABLISHMENTS IN KERICHO: A CASE STUDY OF MUTAI COMPANY
BETT JOANNE CHEPKIRUI
A research proposal submitted in partial fulfillment of the award of bachelor of business management. Presented to Dr.Rose Omondi,
I declare that this research proposal is my original work in partial fulfillment for the award of the degree in bachelors of business management and has not been submitted for assessment in any other institution of learning.
BETT JOANNE CHEPKIRUI.
I would like to dedicate this research proposal to my loving parents for their moral and financial support, not forgetting my lecturer Dr. Rose Mondi for equipping me with theoretical knowledge on how to write this proposal. ACKNOWLEDGEMENT
This thesis is not only a result of my own efforts, but an outcome of all the Enthusiastic people involved in supporting my work. This study has been made possible by the support of so many individuals and parties. First i would give thanks to my almighty for his strength and patience which he gave me to enable me to go through the course to its conclusion. Secondly I wish to express my sincere appreciation to my parents who are concerned with my school fees. My appreciation also goes to my lecturer Dr.rose Omondi for equipping me with skills to tackle this research proposal. ABSTRACT
Marketing executives are being faced by stringent pressures to accommodate customers, pressures from executives to meet corporate goals and pressure for virtuosity in performing key marketing functions. Customer expectations are increasing and satisfaction is becoming increasingly difficult to reign as customers have more and more choices and more channels in which to purchase. In addition there’s increasing uncertainty stemming from converging sales, marketing and distribution channels. These pressures to find the smoothest part to the bottom line and utilize technologies that best integrate all the customer data collected at each point and channel of customer interaction Best-in -class companies enjoy a performance advantage over their peers in understanding not only who their customers are but what type of relationships their customers want with them. Getting to know your customers gives promotions an advantage. retailers need rapid access to consumer information and sales performance by developing a bigger understanding of target consumers you can create promotions that are aligned to customer wants and needs, but complex ,labor intensive processes then impede time to market which can lead to market opportunities and sub-optimal sales learn how retailers are automating their marketing and promotions. Mutai believes that product communalization higher customer expectations and growing global competition, along with multiple sales marketing and distribution channels, have pressured marketers into developing a dynamic , flexible customer responsive, marketing ready infrastructure the study sought to answer tough questions to ensure their personal success.
the study will utilize descriptive survey which will be conducted on the premises and branches of Mutai company it will include 10 management officials 20 middle level managers and 20 sales and marketing officers a representative sample of 40 respondents were selected through a stratified random sampling I will utilize structured questionnaire, interviews schedules and observation method to collect data for the study.
TABLE OF CONTENTS
1.2 STATEMENT OF THE PROBLEM8
1.3 SCOPE OF THE STUDY9
1.4 OBJECTIVES OF THE STUDY9
1.5 RESEARCH HYPOTHESIS9
1.6 OBJECTIVES OF STUDY9
1.7 RESEARCH HYPOTHESIS10