Marketing Strategies and Organizational Performance of Deposit Taking Saccos in Nyeri County, Kenya

The general objective of this study was to evaluate relationship between marketing strategies and performance of SACCOs in Nyeri county. The study has four specific research objectives which were to establish the effect of technological innovation on the performance of SACCOs in Nyeri County; to determine the effect of brand equity on the performance of SACCOs in Nyeri County; to examine how strategic alliances affect the performance of SACCOs in Nyeri County and finally to assess how product reengineering affect the performance of SACCOs in Nyeri county. The research methodology was descriptive research design. The target population of this study was the Deposit Taking SACCOs in Nyeri County. This means that the staff working at the SACCOs were the target population of the research study. The study used a purposive sampling approach in selecting the study area of study and simple random sampling to select respondents drawn from the Deposit Taking SACCOs in Nyeri County. The researcher used questionnaires and secondary data as the research instrument to gather the relevant information needed related to the study. The data collected was analyzed using quantitative methods, applying descriptive statistical methods to manipulate it and present the findings in percentages in figures and tables. The findings indicated that the four strategic positioning strategies that are product re-engineering, trademark equity, technological change and strategic alliances have a positive and significant effect on the performance of Deposit Taking SACCOs in Nyeri County. Based on the conclusion that marketing innovation improves organizational performance of Deposit taking SACCOs in Nyeri County Institutions significantly, the study recommends SACCOs should practice effective marketing innovation. Furthermore, based on the conclusion that brand equity improves performance of SACCOs significantly, the study recommends SACCOs should improve their brand equity. Since the study concludes that strategic alliances improve organizational performance of SACCOs significantly, the study recommends Deposit taking SACCOs in Nyeri County should enhance their strategic alliances. Finally, based on the conclusion that product reengineering improves performance of SACCOs significantly, the study recommends SACCOs should improve their product reengineering practices