The Influence of market orientation on organizational performance of beef suppliers in Nairobi County

Abstract

Farmers need to be able to predict and adapt to their customers' shifting wants and requirements in an industry where technology is advancing at a dizzying rate, where markets are becoming more deregulated, and where competition is fierce. An organization's market orientation may be defined as the extent to which it incorporates marketing concepts into its marketing strategies and tactics. The Kenyan economy relies heavily on the beef industry. It serves as a source of households’ income, employment, and foreign exchange earnings. The sector has a significant potential to increase competitiveness and benefit millions of people. The study sought to find out the level of market orientation in the beef industry, establish how quality of service influences performance of beef suppliers in Nairobi County, identify the influence of customer focus on performance of beef suppliers in Nairobi County, and determine how innovation affects performance of beef suppliers in Nairobi County. The study considered Value Chain Model, and Hines value chain theory. The study was confined to beef suppliers in Nairobi County. This is because it has the leading number of beef suppliers in the country owing also to the larger market that it controls. This study used a descriptive cross-sectional research approach, which takes a generalized look at a population's data at a specific moment in time to draw conclusions about that group. Members of the Nairobi County registered beef supplier community were the focus of this research. In Nairobi County, there are 1082 registered beef providers, according to the County Government of Nairobi. Based on their geographical location, the 17 market strata in Nairobi County were classified. At that point, 292 participants were selected using a simple random selection technique. To achieve the goals of the research, data was gathered via the use of a questionnaire. In order to facilitate data collecting, five research assistants were employed. Prior to data collection, they had training. In order to ensure that the questionnaires were valid and reliable in collecting the necessary data for the research, a pilot test was conducted. To analyze the data, descriptive and inferential statistics were used. According to the results, beef suppliers are greatly impacted by initiatives that prioritize innovation, excellent service, and customer attention. According to the survey, beef suppliers may boost their success by focusing on customers, providing great service, and being innovative. Suppliers of beef should boost service quality by instituting stringent quality control procedures that extend across the supply chain, beginning with sourcing and procurement and ending with distribution. Recognizing the significance of innovation in driving performance, beef suppliers are encouraged to foster an organizational culture that embraces creativity, collaboration, and the generation of novel ideas