Research Paper

3254 words - 13 pages

CHAPTER ONE1.0 INTRODUCTIONProfit making is the main aim of each business oriented organization.The researcher is out to find the extent at which promotional strategy as a marketing mix influences profit making and maximization. The researcher also aims at finding out how Kenya Seed Company operates its promotional strategies and how each is beneficial to the company and customers.As the seed business continues to flourish, there is need for an effective distributor with reliable branch networks allover the country. This leads to job creation and employment opportunities which in turn promote the standard of living and social status among individuals. It aids growth of the company as result of effective promotional marketing strategy.It is quite clear that agriculture is the backbone of Kenya's economy and that the national objective of Kenya is self sufficiency in food therefore to achieve this goal it is important that top quality seeds be available, affordable and in constant supply, distribution as a promotional strategy influences the above function.1.1BACKGROUND OF THE STUDYKenya Seed Company is a state corporation that produces and markets top quality seed for the countrys farming community with an overall objective of adding value to the farming business and contributing to food self sufficient in Kenya and beyond. The company has made substantial contribution through the development, production and provision of high yielding varieties and high quality seeds for various ageo-ecological zones. The company was incorporated in Kenya in July 1956 to promote the use of improved stains of pasture seeds, developed by the National Agricultural Research station at Kitale. Two years later the company started an enterprise to produce commercial sunflower for the European bride feed market to sustain its financial needs that had been expanded. In 1963, the company introduced hybrid seed maize production following the release of the first hybrid by the government research center at Kitale. Later in 1979 the company acquired Simpson and Whitelaw, a company trading in horticultural seeds and introduced the brand name "Simlaw seeds" which has since distinguished itself as a leading brand in the market. In 2002 Simlaw seeds were registered as a limited liability company and a subsidiary of Kenya Seeds Company limited. In the same year Kenya Seed Company limited incorporated KIBO and Mt Elgon seeds companies in Tanzania and Uganda respectively as an expansion strategy into the eastern African market.Its vision is "to be the certified seed supplier of choice in east Africa and beyond" the company's mission is to avail quality certified seed products to the farmer.Kenya Seed Company has 800 permanent employees and thousands of casual laborers who aid in carrying out duties like office tasks and field tasksThe functional departments are the core principles that have to be fulfilled in order to achieve the organizations objectives.1.2 STATEMENT OF THE RESEACH...

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