Marketing strategies is a key aspect in the well being of a firm. Many small and medium enterpris... more Marketing strategies is a key aspect in the well being of a firm. Many small and medium enterprises have over time sought to develop workable strategies that will help them better their performance. The Avocado industry in Kenya has been the key forcus in Kenya and many aggreements have been sighend to improve market access. Despite availability of market opportunities, exporters have over time struggled to improve their performance abroad. Their market share in the international market and get more sales is still low. This study, therefore, looks into the influence of market adaptation strategies on performance of small and medium enterprises exporting avocado in kenya. The objectives are; to examine the influence of promotion strategy on performance small and medium enterprises exporting avocado in Kenya, to determine the effect of promotion adaptation on performance of small and medium enterprises exporting avocado in Kenya, to determine the effect of product adaptation on performance of small and medium enterprises exporting avocado in kenya and to determine the effect of product quality planning strategy on performance of small and medium enterprises exporting avocado in kenya. The study will use a descriptive research design to meet the expressed objectives. Questionnaires and interviews will be used to collect data from the owners of the firms. The collected data will then be analyzed using descriptive statistics, correlation and regression analysis.
Marketing strategies is a key aspect in the well being of a firm. Many small and medium enterpris... more Marketing strategies is a key aspect in the well being of a firm. Many small and medium enterprises have over time sought to develop workable strategies that will help them better their performance. The Avocado industry in Kenya has been the key forcus in Kenya and many aggreements have been sighend to improve market access. Despite availability of market opportunities, exporters have over time struggled to improve their performance abroad. Their market share in the international market and get more sales is still low. This study, therefore, looks into the influence of market adaptation strategies on performance of small and medium enterprises exporting avocado in kenya. The objectives are; to examine the influence of promotion strategy on performance small and medium enterprises exporting avocado in Kenya, to determine the effect of promotion adaptation on performance of small and medium enterprises exporting avocado in Kenya, to determine the effect of product adaptation on performance of small and medium enterprises exporting avocado in kenya and to determine the effect of product quality planning strategy on performance of small and medium enterprises exporting avocado in kenya. The study will use a descriptive research design to meet the expressed objectives. Questionnaires and interviews will be used to collect data from the owners of the firms. The collected data will then be analyzed using descriptive statistics, correlation and regression analysis.
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