The Relationship Between Marketing Strategies and Performance in Handicraft Cooperative Societies

TABLE OF CONTENTS

CHAPTER ONE

INTRODUCTION

I. I. Background of the study... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

1.2. Statement of the problem................................. . . . .. . . . . . . . . . . . . . . . . . . . . . . 2

1.3. Research Objectives... . . . . . . . . . . . . .. . . . . . .. .. . . .. . . . . . . . . . . . . .. . . . . .. . . . . . . . . . . . . . . .. 2

1.4. Research Questions......... . . . .. . . .. . . . .. . . .. . . . . . . . . . . .. .. . . . . . . . . . . . . . .. . ............. 3

1.5. Significance of the study............................................................. 3

1.6. Scope of the study ...................................................................... 5

1.7. Limitations of the study ............................................................... 5

1.8. Conceptual Framework. ................................................................ 6

1.9. Interpretation of Conceptual Framework. ............................................ 6

CHAPTER TWO

LITERATURE REVIEW

2.1. Introduction ............................................................................... 7

2.2. Marketing Management in Co-operative Societies .................................. 7

2.3. Use of Marketing Strategies in Business .............................................. 8

2.4. Performance Management.. ............................................................ 9

2.5. Process of Performance Management. ................................................ 9

2.6. Types of Performance Management in Cooperative Societies .................... 9

2.7. Benefits of Performance Management in Cooperative Societies ................. 9

2. 7. I. Direct Financial Gains... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 O

2.7.2. Motivated Sales Force ....................................................... 11

2.7.3. Improved Management Control.......................................... 11

2.8. Summary of Literature Review ....................................................... 11

CHAPTER THREE

RESEARCH DESIGN & METHODOLOGY

3.1. Design of the Study.................................................................... 12

3.2. Target Population ........................................................................ 12

3.3. Sampling Procedure and Sample Design ............................................. 13

3.4. Data Collections Instruments ........................................................... 14

3.5. Data Analysis Procedures ............................................................... 15

CHAPTER FOUR

DATA ANALYSIS AND PRESENTATION

4.1.0. Introduction........................................................................... 16

4.1.1. Age distribution............................................................ 16

4.1.2. Marital status of the respondents......................................... 18

4.1.3. Years of service... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

4.1.4. Level of education ........................................................... 19

4.1.5. Job title ........................................................................ 20

4.1.6. Marketing Strategies ......................................................... 21

4.1.7 .Opinions on Marketing Strategies....................................... 22

4.1. 8. Departments and Frequency of Workers within each Department.. ... 22

4.1.9. Salary Scale ................................................................... 24

4.2.0. Data presentation using interview .................................................. 24

4.2.1. Number of employees and the age of the society ........................ 25

4.2.3. Qualitative Data analysis .................................................... 26

CHAPTER FIVE

5.0. DISCUSSION, CONCLUSIONS AND RECOMMENDATIONS ............... 27

5.1. DISCUSSION ........................................................................... 27

5.2. CONCLUSIONS ........................................................................ 27

5.3. RECOMMENDATIONS ............................................................... 28

5.4. SUGGESTIONS FOR FURTHER RESEARCH. .................................. 29

BIBLIOGRAPHY ............................................................................. 30

CHAPTER ONE INTRODUCTION Marketing is a vital determinant of succession in any co-operative society since it affects the performance of the society. The study was based on the marketing strategies and performance of artisan co-operative societies. The target society was W amunyu Handicraft Co-operative Society Limited which started in 1965. It is an artisan based society dealing with crafts and basket weaving. The society is headed by a general manager whose power and authority is derived from the management committee. The committee acts as the overall policy making body. It makes strategic decisions for the whole society. The organization departments are:- Sales and marketing depa1iment: - it's concerned with marketing and services offered by the organization to the general public. This is done througb advertisements on radio, road show. The department encourages the public to open accounts with the organization whose charges are low through adverts. Personnel department: - This department is concerned with those activities relating to the employees in an organization. These activities include sales force, direct marketing, personal selling and positioning of products. It is headed by a personnel manager. Shares department: - The department deals with the sale of shares to the members. This is done through the invitation for subscription of shares by the members. The shares act a source of revenue to the organization. Accounts department:- The department deals with payment of salaries to the employees, preparation of budgets, statistical analysis of total income, preparation of bank statements, final statement of accounts and other important financial documents. Final annual records are prepared at the end of every November when the organization financial year records. Audit depaiiment: - This department acts as overall financial controller within the organization. This is supervised by an internal auditor. The audit is carried out on annual basis.

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APA

THEURI, N (2022). The Relationship Between Marketing Strategies and Performance in Handicraft Cooperative Societies. Afribary. Retrieved from https://afribary.com/works/the-relationship-between-marketing-strategies-and-performance-in-handicraft-cooperative-societies

MLA 8th

THEURI, NDERITU "The Relationship Between Marketing Strategies and Performance in Handicraft Cooperative Societies" Afribary. Afribary, 05 Aug. 2022, https://afribary.com/works/the-relationship-between-marketing-strategies-and-performance-in-handicraft-cooperative-societies. Accessed 20 Jun. 2024.

MLA7

THEURI, NDERITU . "The Relationship Between Marketing Strategies and Performance in Handicraft Cooperative Societies". Afribary, Afribary, 05 Aug. 2022. Web. 20 Jun. 2024. < https://afribary.com/works/the-relationship-between-marketing-strategies-and-performance-in-handicraft-cooperative-societies >.

Chicago

THEURI, NDERITU . "The Relationship Between Marketing Strategies and Performance in Handicraft Cooperative Societies" Afribary (2022). Accessed June 20, 2024. https://afribary.com/works/the-relationship-between-marketing-strategies-and-performance-in-handicraft-cooperative-societies