Corporate Image Management Strategy And Performance Of Sugar Companies In The Western Region Of Kenya

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Abstract

Sugar firms have been constantly under threat of collapsing possibly after their dismal

performance, leading to perception of poor corporate image. For instance, Sugar

Companies in western region have been continuously receiving a negative corporate

image attributed to their dismal performance. The dismal performance threatened the

firms with their collapse. There have been reported incidences by various stakeholders

touching on performance of the companies. This study was about corporate image

management strategy and performance of sugar industries in the Western Region Kenya.

Corporate image management involves a composite psychological impression which

continually changes with the firm's circumstances, performance, pronouncements and

media coverage. Similar to a firm's reputation or goodwill, it is the public perception of

the firm rather than a reflection of its actual state or position. The study involved

determining corporate image management strategy and performance of sugar companies

in the Western Region of Kenya. The study sought to determine and quantify the impact

of components associated with image management on a sugar company’s performance.

Functional, attitude, emotional and beliefs components were identified as the most

suitable image management elements to be assessed in this study. The evaluation

depicted exclusive relationships between these image management components and

company performances within the sugar industry in the western region of Kenya. The

study used a purposive sampling method to draw a sample of 55 respondents from

relevant departments in 11 sugar companies based in Western region of Kenya. A

descriptive survey research design was used in this study. This assisted in collection of

data from the members of the population in this case on Corporate Image Management in

Sugar Companies in western region of Kenya. The field data was analyzed using the aid

of SPSS software, frequencies and measures of central tendency and dispersion of the

mean and standard deviation was used to summarize the characteristics of variables in the

study. Multiple regression analysis was used to test the hypothesis. The findings also

assisted the company management to figure out the strengths and weaknesses of their

companies or organizations, create positive and assertive images with their regional and

global images towards their clients. The study concluded that the functional component

strategy of corporate image management among the firms was to a moderate extent

applied through company identity and CSR. It was concluded that emotional component

strategy of corporate image management as customer service, feedback, service charter

and feedback mechanism to an average extent was applied and hence influenced

performance of sugar companies in Western region of Kenya. The study further

concluded that to a significantly moderate extent, the sugar companies embraced attitude

and beliefs component strategy of corporate image management which contributed to

positive performance of the sugar processing factories in western Kenya. The study

recommends that the firms need to enhance their corporate image management strategies

to turn around their performance. The study also recommends that the sugar factories

need to improve their resource management mechanisms and efficiency to reduce losses

and customer deliveries. The study recommends that the companies need to improve

customer service by producing quality products, well packaged, branded and handle customer concerns in timely and professional manner.

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APA

Research, S. & WANYAMA, M (2021). Corporate Image Management Strategy And Performance Of Sugar Companies In The Western Region Of Kenya. Afribary. Retrieved from https://afribary.com/works/corporate-image-management-strategy-and-performance-of-sugar-companies-in-the-western-region-of-kenya

MLA 8th

Research, SSA, and MILDRED WANYAMA "Corporate Image Management Strategy And Performance Of Sugar Companies In The Western Region Of Kenya" Afribary. Afribary, 27 May. 2021, https://afribary.com/works/corporate-image-management-strategy-and-performance-of-sugar-companies-in-the-western-region-of-kenya. Accessed 29 Sep. 2022.

MLA7

Research, SSA, and MILDRED WANYAMA . "Corporate Image Management Strategy And Performance Of Sugar Companies In The Western Region Of Kenya". Afribary, Afribary, 27 May. 2021. Web. 29 Sep. 2022. < https://afribary.com/works/corporate-image-management-strategy-and-performance-of-sugar-companies-in-the-western-region-of-kenya >.

Chicago

Research, SSA and WANYAMA, MILDRED . "Corporate Image Management Strategy And Performance Of Sugar Companies In The Western Region Of Kenya" Afribary (2021). Accessed September 29, 2022. https://afribary.com/works/corporate-image-management-strategy-and-performance-of-sugar-companies-in-the-western-region-of-kenya