Effects of marketing strategies on performance of recruitment agencies in Nairobi County; a case of Starehe Sub-county

Abstract

In the present day business environment that is characterized by the increased competition among local and international companies, the emergence of more demanding customers and great technological advances has resulted in a complex market in the recruitment agencies. In this complex market environment, the marketing strategy of the firm can be a competitive advantage versus other firms provided that they deliver services and values that not only meet the customer demands, but surpass them. Therefore, the firms’ strategies should be characterized by a responsive work organization, based on co-operative relations not only within the firm but also in its relations with external partners such as customers, suppliers and competitors. The specific objectives of the study is to determine the effect of marketing penetration strategy on performance, to establish the effect marketing development on performance and to determine the effect of diversification strategy on performance. The study will be guided by Igor Ansoff’s Theory and Resource Based Theory. The study adopted descriptive research design. The study target population was 117 which constituted of top level management, middle level management and support staff. The study sample population was 90 respondents. Data collection was primary and therefore the researcher administered questionnaires, which was considered as an effective tool for the respondents. A pilot test of the questionnaire will be undertaken before administration of the questionnaire. Reliability and validity test was carried out on the data collection instruments. Data will be analyzed using descriptive statistics version 21 of the SPSS program. Findings of the data was in the form of percentages, means and standard deviation. Analysis of data was presented in the form of tables and figures. The main beneficiaries of the study were the recruitment agencies in general. The findings revealed that there is an existing relationship between marketing strategies on performance of recruitment agencies, pooled correlation and regression analysis. There is a positive correlation between market penetration strategy and performance of recruitment agencies, r (54)=0.462, p<0.001, a strong positive correlation between market development strategy and performance of recruitment agencies r(54)=0.561, p<0.001, and a positive correlation between market diversification strategy and performance of recruitment agencies r(54)=0.465, p<0.001. Based on the findings, the researcher recommends the significance of conducting background check of all candidates before forwarding suitable names to various employers. Moreover, they should properly utilize the marketing strategies so as to be in a position of selling their brands and be known by their employers.