impacts of marketing strategies adopted by micro enterprises in the food and beverage industry in kisii county- case study; kisii town

Abstract

The purpose of the study is to understand the marketing strategies adopted by micro enterprises in food and beverage industry in Kisii County and therefore improve the effectiveness of their operation. The research questions were examined through a content analysis of internal materials. The findings of this study contribute to our current understanding of how marketing strategies impact the effectiveness of micro enterprises in food and beverage industry. The practical implication of this study suggest that marketing strategies should be viewed as key tool to micro enterprises and have a positive impact to an enterprise if it is well planned and consistently implemented through a process that involve formative researching, conducting and evaluating on a continuing basis, program of action and communication to achieve the goals and objectives of the enterprise