The Effect of Marketing Strategies as a Strategic Response on the Attainment of Competitive Advantage: A Study of Commercial Banks in Kenya

Abstract

This study investigated the effect of marketing strategies as a strategic response on the attainment of competitive advantage in the commercial banks in Kenya. Thirty three commercial banks in Kenya were studied. Data was collected through questionnaire. The hypotheses were tested using the Spearman’s rank correlation. Finding’s revealed that there is a relationship between marketing strategies and the competitive advantage of commercial bank. Marketing strategies used by Commercial banks differ with market development being the strategy used by Commercial banks to access a market and attain competitive advantage. Based on the findings the major recommendations proffered include that Commercial banks should adopt the Ansoff Marketing strategies in order to attain competitive advantage.

Key words: Marketing Strategies, Competitive Advantage.