Download the influence of global marketing strategies on the performance of

THE INFLUENCE OF GLOBAL MARKETING
STRATEGIES
ON
THE
PERFORMANCE
OF
PHARMACEUTICAL COMPANIES IN KENYA
In order to keep up with the competition and changing consumer needs and wants in the
competitive business environment, pharmaceutical companies need to use effective
global marketing strategies in managing customer needs for them to survive. Changing
consumer needs and business environment has necessitated pharmaceutical companies
to adopt global marketing strategies to gain competitive edge hence attracting and
retaining customers. Product, price, place, and promotion strategies have remained key
roadmap of any successful pharmaceutical company in the global market. Adoption of
effective global marketing strategies promotes customer loyalty hence social economic
developments in Kenya. This was a descriptive cross-sectional study. The target
population for this study was the staff at the marketing departments of the 43
pharmaceutical companies operating in Kenya. The study carried out a census of all the
staff within the department of marketing in 43 pharmaceutical companies. This study
utilized a questionnaire as the data collection tool. Data collected was analyzed through
descriptive statistics with the help of SPSS. Presentation of data was done using tables.
It was established that quite a number of pharmaceutical companies use global
marketing strategies but on a little extent due to internal and external challenges in the
business environment like high costs associated with marketing the pharmaceutical
products, inadequate training of staff on customers care relations by the pharmaceutical
firms and ineffective policies formulated by the Government and relevant authorities to
promote the pharmaceutical industry. Therefore, the study recommends that
pharmaceutical companies should embrace product, price, place and promotion global
strategies for their survival in the dynamic and competitive business environment
through embracing information technology.