1.1 Statement of the Problem: Earning profit is the main aim of a business. Apart from this earning a good amount of market share is equally important. With good marketing strategies is it possible for medium and small sized organizations to flourish in the competitive market (Van Aken & Berends, 2018). In this research project some marketing strategies are identified for Little Collins Kitchen in Australia that will help the organization perform better in foreign market. At the present scenario, the performance of the organization is not satisfactory due to the absence of effective marketing strategies.
1.2 Aims and objectives of the project: The aim of the project is to find effective marketing strategies for Little Collins Kitchen so that the organization can reach up to its potential customers in the Kenyan market.
Objectives of this study are listed below;
1.3 Rationale of this study: The market is growing immensely competitive as each day is passing. Therefore, every organization needs to have some different strategies to attract the consumers in the market. It is equally important to make the consumers aware about a business and this can be done with the help of effective and good marketing strategies (Grant, 2016). Marketing is that function in the organization that bring down important information about the scenario in the market. Moreover, with the help of marketing activities that preferences and the demands of the customers can also be understood. Marketing also involves various strategies regarding promotion. Promotional activities helps in brand awareness. It is important to have effective marketing strategies in order to survive in the competitive market. Therefore in this report some effective marketing strategies will be devised for Little Collins Kitchen so that it can flourish in the market. It is important for the marketing managers to understand the fact that, marketing not only helps in increased volume of sales but also helps in increasing the image and awareness for the brand or organization (Katsikeas, Morgan, Leonidou & Hult, 2016).
2.1 Marketing as an important function in the organization
One of the biggest misconception in marketing is, marketing refers to the sales of the product. However, marketing is far beyond it. The department of marketing is one of the vital departments in the organization that helps it’s to achieve its target. Marketing is defined as a function in the organization that helps to understand the demands of the consumers so that consumer friendly products can be obtained (De Mooij, 2018). It also includes the selling and promotion of the products. Further, marketing includes all those functions that increases brand and product awareness in the market.
2.2 Challenges of Small business enterprises in Kenya
According to Mazzucato (2015), it is difficult to come up with the right definition and explanation of the small business enterprise as it is reliant on quantity of outputs like number of workers, stakeholders as well as varies from one sector or organization to any other. Major challenges faced by the small businesses in Kenya consist of economic constraints as several financial institutions find it difficult to consider major loans and investment in Kenya as no securities will warrant repayment or fine subject to legal agreement or failure to fulfill all the agreed conditions. As per the observations of Gichuki, Njeru & Tirimba (2014), in Kenya, most of the small business enterprises in the food and beverage industry focus on the trial and error strategies. Managerial structure only focus on operational plans rather than the strategic management in their companies. This is one of the challenges for the business growth. On the other hand, lack of technological development is another challenge that micro businesses in Kenya are facing of.
As per the current survey conducted by Kamunge, Njeru & Tirimba (2014), each managerial position in Kenya regardless of whether in a small restaurant, supermarket chain or an organization warrants for effective knowledge and skill management. However, research on this area has revealed the fact that most of the small business managers in this country lack sufficient education. Additionally, they are not effectively informed in terms of managerial capabilities and knowledge.
2.3 Impact of SMEs growth in Kenyan economy
Despite all the challenges, Kenya’s previous year GDP growth is calculated around 6.4% with small business contributing around three percent. According to the National Economic Survey organized by the Central Bank of Kenya suggest that small businesses in this country constituting around 98% of all businesses in this country, creating almost 30% of the jobs annually along with contributing three percent of the GDP (africanreview.com, 2018). Apart from the existing challenges involve in the management of small business in Kenya, these statistical reviews are effective for investing into the market. Though it has been found out that small business organizations are stuck by insufficient capital, minimize scope of market access, ineffective infrastructure, insufficient knowledge and development skills along with negative impacts of rapid developing technological landscape. On the other hand, Anderson, Bell & Shirky (2015), have found out the fact that corruption and other hostile legal environments drag up other bottlenecks to the important cog of the economy.
2.4 Marketing and Interdepartmental Relations
Harper (2015) has identified the fact that coordinating is one of the core activities of all departments within an organization so that as much as development is made in relation to the overall organizational objectives. It is the dynamic relationship that each organization should be followed. Therefore, a change is one segment of a company often has consequences upon others. According to Ross (2017), interdepartmental relations is a difficult process, which almost all organizations as well as businesses face nowadays. Various departments within a restaurant business have their individual managers, their individual business atmospheres along with their own ways of doing things. Keeping up communication in marketing and interdepartmental relations within a small business enterprise is not so much difficult as compared to implementation of this type of communication within a leading organization (Lee, Kozlenkova & Palmatier, 2015). Therefore, small businesses in Kenya should also take care of the fact and at least try to start implementing interdepartmental communications within.
According to Daft (2015), there are many ways through which one organization could implement the interdepartmental communication within their organization in order to ensure effective process of the marketing team. As per the current objectives stated above and the current market situation in Kenya, it is the most significant change small business can implement in their organizations to ensure profitable achievements as well as ensure achievement of their organizational objectives. According to Daft (2015), in order to implement strategic communication within the organization, managers must provide opportunity to the marketing and other departments to interact with others. On the other hand, arrangement of weekly or monthly leadership methods is an effective process of implementing and strengthening interdepartmental relations. Petrick (2017) has underlined that forming cross-departmental teams to handle a specific project is an effective way to establish interdepartmental communication as different departments along with professional with their respective skills can have the chance to interact with others and eventually a better solution to achieve the objects will come out.
3.1 Things that need to be found out: Through this research project, some marketing strategies needs to be found out that will help small and medium sized organization to flourish in the market. The marketing methods that will be found out through conducting this research will help in reaching the objectives of the organization.
3.2 Chosen Data Collection Method: In order to gather data for the research questions, some data needs to be collected. In this project, data will be collected using the primary data collection method (Taylor, Bogdan & DeVault, 2015). The primary data collection method will be helpful in gathering potential information that will serve the purpose of conducting this research. In order to collect primary data, surveys or interviews should be conducted (Norris, Plonsky, Ross & Schoonen, 2015). It will help be helpful for the researcher if he or she interviews people from the food and beverage industry. Interviewing marketing managers who are employed at large hotels of restaurants will help in collecting important data for finding out effective marketing gimmicks. In this primary data collection method, two managers has been interviewed. In addition to this, a short survey also needs to be conducted among the employees in order to understand their tastes and preferences. 50 respondents has been considered as sample.
The questions that needs to be asked to the respondents are:
4.1 Survey results (Quantitative analysis)
|
Options |
No of respondents |
Total respondents |
Response % |
|
Yes |
15 |
50 |
30% |
|
No |
25 |
50 |
50% |
|
Neutral |
10 |
50 |
20% |
Table 1: percentage of respondents on management clarity
(Source: Created by the learner)
Findings: From the above table and survey report, it has been found out that most of the employees in Kenyan food and beverage industry is facing troubles regarding management clarity. Out of the 50 respondents half of the respondents have nodded to no, which states that management clarity is still missing in managerial operations.
|
Options |
No of respondents |
Total respondents |
Response % |
|
Yes |
15 |
50 |
30% |
|
No |
30 |
50 |
60% |
|
Neutral |
5 |
50 |
10% |
Table 2: Responses on management effectiveness
(Source: Created by the learner)
Findings: From the above analysis and survey results it has been found out that major portion of the employees are dissatisfied with the current management effectiveness on disagreement control. Out of 50 respondents, 60 percent respondents have demonstrated that management is callous about disagreement control.
|
Options |
No of respondents |
Total respondents |
Response % |
|
Yes |
25 |
50 |
50% |
|
No |
15 |
50 |
30% |
|
Neutral |
10 |
50 |
20% |
Table 3: Responses on the organizational internal environment management
(Source: Created by the learner)
Findings: From the above table and figure, it has been identified that around 50 percent respondents have stated that overall working environment is open and trustworthy in food and beverage industry in Kenya.
|
Options |
No of respondents |
Total respondents |
Response % |
|
Strongly satisfied |
8 |
50 |
16% |
|
Satisfied |
10 |
50 |
20% |
|
Neutral |
2 |
50 |
4% |
|
Dissatisfied |
20 |
50 |
40% |
|
Strongly Dissatisfied |
10 |
50 |
20% |
Table 4: Responses on current performance management issue
(Source: Created by the learner)
Findings: From the above survey results, it could be demonstrated that the current performance management techniques are not sufficient to meet the satisfaction level of the employees. Around 40 % of the respondents have stated that they are dissatisfied with the current performance management tools and technologies available in the industry.
4.2 Results from the interviews (Qualitative analysis)
According to the first manager it has been identified that importance to the marketing objectives is the foremost thing. Without proper knowledge of the marketing objectives marketing strategies could not be formed.
As per the second manager, before marketing objectives analysis and evaluation of the current internal management should be performed by the managers in organizations.
The first has demonstrated the fact that interdepartmental communication and cross-cultural team formation are the two basic needs of the marketing department in any organization.
According to the second manager investment in the technological development would be helpful for the marketing departments in small business enterprises. Technologies for effective promotional platforms is a good option for the marketing department nowadays.
From the above primary research results as well as findings in the literature review section, it could be said that overall management process and operations in Kenyan food and beverage industry is not effective to meet with the expectation and preferences of their employees. In order to effectively enter into the market and achieve success with the business objectives Little Collins Kitchen needs to evaluate their management functions and techniques, then compare them with the current organizational needs in Kenya. Effective analysis on the area could be able to provide adequate information and techniques to the said company in achieving its recent objective. On the other hand, as described in the above literature review part, Kenyan small business enterprises are currently facing several management related problems, one of them is the proper knowledge, skill and overall management communication. After the survey also these things has been identified effectively, which shows that tough the small business landscaped of Kenya is developing, there are some internal management flaws still present that are affecting the productivity level along with the performance management of employees.
The qualitative research results also shows the fact that challenges regarding management issues are developing in the food and beverage industry in Kenya. Organizations should think about the modification in the internal communication, performance management, employee engagement policies in their organization.
Conclusion
The above analysis and research report have been effective in developing understanding of the overall management policies processes that should fulfill both the employee expectation level as well as implement current trends in their organizations. This research has demonstrated effective information regarding the current industrial situation of small business as well as food and beverage industry in Kenya. All the information has been critically analyzed through survey and interview methods along with implementation of efficient and justified methodological strategies. Above all, analysis and discussion part included in the research report suggest some important areas that need to be changed or improved by the organizations that wants to develop business in this country.
Important recommendations are listed below;
Individual assessment and self-reflection is a significant ability to cultivate as it helps us to evaluate various patterns as well as functions of our daily lives to understand how all the actions of ours and habits contribute to the overall achievement, well-being and happiness. Self-reflection is an important task to be practiced while doing a project or after submitting a project in the professional and educational career as it helps in identifying the faults and help an individual to formulate strategies that could be helpful in the future to accomplish all the said or identified objectives. On the other hand, self-reflection helps in identifying the personal contribution level of an individual in a specific project that help that person to be successful. This study will be evaluating and documenting personal contribution, skills developed and self-reflection of the researcher while doing the research on challenges of small business enterprises in Kenya.
At the initial stage of the research project, I have to understand the research specific need of the project along with the topic of the project in detail. After understanding the project topic, I have indulge in searching previous researchers done in the same topic. Through website search as well as searching in the library, I have found out many valuable information regarding the present condition of the small business enterprises in Kenya. On the other hand, I have realized the fact that there are very few information available on this topic. I have faced difficulties in searching the information regarding challenges faced by small and entrepreneurial ventures in this country. The library also has limited documents on this topic. After many searches, I have fund some valuable resources and vigorously studied them. After finishing my study, I have made the entire structure of the research project such as what elements and parts will be involved in the project.
While investigating on the methodology section as it is one of the valuable part of the research project I have acknowledge the fact that primary research will be appropriate for the research to find out valuable results. I have look into the books and other resources available to me for the methodology part and written the methodology section. I have selected around 50 employees for the survey and two managers for the interview. Though the survey part seemed to me not so difficult I have to wait for getting appointments for the managers. As nowadays getting personal interview scope seem to impossible. After organizations confirmed my interview dates, I have structed a time frame for my interview and survey. At first I have made an questionnaire and asked involved employees, they honestly answered all my questions and there is no duplicity involved in my deliberation of the responses. On the other hand, I have kept all the personal information of the respondents as required. While interviewing the managers, I have straightforwardly asked my queries and documented their answers.
At the later stage of the research project I have analyzed all my findings to get proper understanding of the situation along with this analysis has helped me to form recommendations for the organization as well as for the future study. All my research findings are open ended so that future development and research scope could be available for other researchers on the same topic.
During the research project, I have faced many types of difficulties. One of the main challenges that I have faced during the project is the time limitation. At the initial stage I have made a time chart in which for each task I have allocated a specific time but in the middle of the research after completing my secondary research on the topic and management strategies, I have come to know that for interviewing the managers, I have to wait for few days more. This incident has developed difficulties in front of me. I have acknowledged the fact that my time management skills are not so effective. I must allocate more time for the interviews. I have not assume the difficulties. On the other hand, while surveying, I have come across difficulties in personally meeting the employees. At first, they do not agree with the survey process. After my several attempt, they have realized that tis is a simple survey and no harm will de done to them. On the other hand, financial resources is another constraint that I have faced. Due to lack of adequate financial resources, I have been incapable to doing more critical field survey on the topic. This is also a limitation of my research project.
At first, I have developed my communication skill while interacting with the respondents as well as managers. Through communicating with them, I have also gained more confidence for dealing difficult situations with a ready and tactful mind.
The second skill that I have developed is the time management skill. While facing difficulty in time management, I have understood the fact that proper time allocation is another skill, which is important for my future professional career also.
On the other hand, I have developed my research and analysis skill effectively. I have understand the fact that doing proper research and identifying the right information will bring success and effective results from any type of research project.
From the above analysis of personal contribution as well as self-reflection it has been identified that doing a research project involve several difficulties and limiting the challenges with proper strategies within the exact time is an important skill for the researchers. All the skills identified in the previous section of the self-refection will be helpful for me to achieve success in later professional career where researchers have to be done on more critical topics. On the other hand, personal contribution as well as self-reflections have helped me to recognize those areas that need to be developed. Through successful documentation of the entire incident of survey and interviews I have once again gained the opportunity to recall my memories while doing the project. In a nutshell, this individual report bears all the evidences of struggles, time investment and hardworking spirit involve in the research project.
References
Anderson, C. W., Bell, E., & Shirky, C. (2015). POST-INDUSTRIAL JOURNALISM: ADAPTING TO THE PRESENT. Geopolitics, History & International Relations, 7(2).
Daft, R. L. (2015). Organization theory and design. Cengage learning.
De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes. SAGE Publications Limited.
Gichuki, J. A. W., Njeru, A., & Tirimba, O. I. (2014). Challenges facing micro and small enterprises in accessing credit facilities in Kangemi Harambee market in Nairobi City County, Kenya. International Journal of Scientific and Research Publications, 4(12), 1-25.
Grant, R. M. (2016). Contemporary strategy analysis: Text and cases edition. John Wiley & Sons.
Harper, C. (2015). Organizations: Structures, processes and outcomes. Routledge.
Kamunge, M. S., Njeru, A., & Tirimba, O. I. (2014). Factors affecting the performance of small and micro enterprises in Limuru Town Market of Kiambu County, Kenya. International Journal of Scientific and Research Publications, 4(12), 1-20.
Katsikeas, C. S., Morgan, N. A., Leonidou, L. C., & Hult, G. T. M. (2016). Assessing performance outcomes in marketing. Journal of Marketing, 80(2), 1-20.
Lee, J. Y., Kozlenkova, I. V., & Palmatier, R. W. (2015). Structural marketing: Using organizational structure to achieve marketing objectives. Journal of the Academy of Marketing Science, 43(1), 73-99.
Mazzucato, M. (2015). The entrepreneurial state: Debunking public vs. private sector myths (Vol. 1). Anthem Press.
Norris, J. M., Plonsky, L., Ross, S. J., & Schoonen, R. (2015). Guidelines for reporting quantitative methods and results in primary research. Language Learning, 65(2), 470-476.
Petrick, J. (2017). Total quality in managing human resources. Routledge.
rises, F., hub, R., Time for investment into the energy sector is now, s., Solon, T., firms, B., security, L., & Green power is Morocco’s new forte, s. (2018). SMES are growing Kenya’s economy. Retrieved from https://www.africanreview.com/finance/business/smes-are-growing-kenya-s-economy-3
Ross, J. E. (2017). Total quality management: Text, cases, and readings. Routledge.
Taylor, S. J., Bogdan, R., & DeVault, M. (2015). Introduction to qualitative research methods: A guidebook and resource. John Wiley & Sons.
Van Aken, J. E., & Berends, H. (2018). Problem solving in organizations. Cambridge University Press.
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