EFFECT OF MARKETING OUTSOURCING ON ORGANIZATIONAL PERFORMANCE OF AUTOMOTIVE ASSEMBLING FIRMS IN NAIROBI CITY COUNTY, KENYA

Abstract: Automotive Assembling firms in Nairobi County, Kenya, have faced significant challenges over the last 15 years, including lack of supporting standards, low-capacity building, a huge influx in second-hand motor vehicles, which account for 80% of motor vehicles, these challenges contributed to decline in the organizational performance. Most of them have embraced Outsourcing Strategies to improve their organizational performance. However, they are still facing stagnant operational performance. Organizational performance in this study was measured using sales, profitability and market share, therefore most of the firms experienced low sales, non-profitability and reduced market share. Therefore, this study sought to investigate the effect of marketing outsourcing on organizational performance of automotive assembling firms in Nairobi City County, Kenya. The study applied a descriptive survey design. The research narrowed to Procurement staff in managerial positions at 13 automotive assembling firms. This research focused on official staff in the procurement department in automotive assembling firms totaling 114 employees to collect the relevant data. A census of 114 respondents was done. Data was collected using questionnaires. Pilot Study was conducted where the questionnaire was administered to a few selected respondents from the automotive assembling firms in Nairobi Kenya. Quantitative data was analysed using descriptive analysis. Multiple regression model inferential statistics was applied to obtain the correlation between variables. The study concluded that customer relations and follow-up are conducted on a regular basis through different public media outlets in the automobile assembling firms. The study recommended that the firm management must develop partnerships with the suppliers, and they should not be taken as contractors, which will help share value and missions over the long term.

Keywords: Marketing outsourcing, Organizational Performance, Outsourcing strategy.

Title: EFFECT OF MARKETING OUTSOURCING ON ORGANIZATIONAL PERFORMANCE OF AUTOMOTIVE ASSEMBLING FIRMS IN NAIROBI CITY COUNTY, KENYA

Author: Josephine Mwende, Dr. Wambui Chege

International Journal of Management and Commerce Innovations 

ISSN 2348-7585 (Online)

Vol. 10, Issue 2, October 2022 - March 2023

Page No: 169-174

Research Publish Journals

Website: www.researchpublish.com

Published Date: 07-November-2022

DOI: https://doi.org/10.5281/zenodo.7298841

Paper Download Link (Source)

https://www.researchpublish.com/papers/effect-of-marketing-outsourcing-on-organizational-performance-of-automotive-assembling-firms-in-nairobi-city-county-kenya