Thursday, 28 August 2014

Impacts of marketing in Kenya

 Marketing has negatively affected socio-economic development in Kenya in a number of ways:
     Price mechanism has negatively impacted rural poor and slum dwellers in urban areas i.e. the free market has led to high prices of goods and services making the less fortunate unable to afford. most product produced by companies. The products are packed in big sizes which the poor and slum dwellers cannot afford and if packed in smaller sizes the production cost still makes the prices unaffordable.
     Poor distribution of products has resulted in hunger in some areas and waste of unprocessed foods in others. Intermediaries in the distribution channel cause delays in the distribution process leading to the products going bad before they reach the consumer.
     Inadequate or total lack of market information has adversely affected small-scale farmers and micro and small scale (jua kali) firms. Lack of marketing information or strategic marketing intelligence makes it hard for the SME to know what the market needs are and any other changes that might be happening in the future. Firms that do not have well established marketing research departments are likely to suffer due the ever changing external environment.
     Inadequate consumer education by marketers has impacted negatively on consumers who are not willing to consume products which are not their traditional staple foods. For instance in insurance products, most people buy the cover without proper knowledge of its legal implications when it comes to compensation. The client might not get what they expected which is as a result of not being provided with adequate information by the marketer. In the case of Credit cards, clients or subscribers use the cards without proper education and control leading to impulse buying.
     International marketing has negatively affected Kenya’s exports especially in primary goods and resulted in relatively higher import prices.
Increased competition has led to demise of some firms in Kenya. Examples? For instance in the transport industry there is high level competition which sometimes unethical. This has led to some companies leaving the market i.e. the Akamba Bus Service, Shaggy bus services, Stage coach amongst others.
     Increased pollution and degradation of physical environment (because of failure to adopt green marketing strategies).There is high growth of ICT in Kenya which has led to increased use of electronic gadgets. This has led to mass e-waste dumping which is currently posing a great challenge to the government when it comes to their disposal.

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