Management
Chacha Magasi; Geofrey Kimambo
Abstract
Tanzanian micro and small-scale fishery businesses struggle with limited market share and competitiveness due to ineffective marketing strategies. The purpose of the study was to investigate a blend of marketing strategies enhancing the competitiveness of micro and small-scale fishery businesses. The ...
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Tanzanian micro and small-scale fishery businesses struggle with limited market share and competitiveness due to ineffective marketing strategies. The purpose of the study was to investigate a blend of marketing strategies enhancing the competitiveness of micro and small-scale fishery businesses. The study utilized a mixed-method research design, combining quantitative and qualitative methodologies. Quantitative data, collected from 188 respondents through simple random sampling and structured questionnaires, underwent descriptive and regression analysis. Qualitative data derived from eight focus group discussions through purposive sampling, was subjected to thematic analysis. The quantitative study revealed a strong positive correlation between traditional marketing strategies and gaining a competitive edge (p<0.000). Also, the study found a similar strong positive correlation between modern marketing strategies and gaining a competitive edge (p< 0.000). The qualitative study revealed that traditional marketing strategies placed emphasis on customer interaction, flexible pricing, product quality, and efficient stock management, while modern approaches prioritized mobile communication, customer relationship management, and social media presence. The findings imply the crucial role of traditional marketing strategies in shaping Mwanza City’s micro and small-scale fishery business, while stressing the increasing importance of integrating modern strategies with traditional approaches to ensure sustained competitiveness and success in the local market. The study unveils fresh insights by emphasizing the blending of traditional and modern marketing strategies for gaining a competitive edge in Tanzanian micro and small-scale fishery businesses.
Management
Grace Mpuya
Abstract
Multinational Enterprises (MNEs) are companies that operate in multiple countries, and their performance is critical to the global economy. This study explores the relationship between leadership communication and organizational performance in Business Development Organisation (BDO) East African multinational ...
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Multinational Enterprises (MNEs) are companies that operate in multiple countries, and their performance is critical to the global economy. This study explores the relationship between leadership communication and organizational performance in Business Development Organisation (BDO) East African multinational enterprises, employing a mixed-methods research design. The quantitative phase, utilizing a structured survey, reveals a consensus among respondents (67.6% strongly agree, 32.4% agree) that well-established leadership communication helps in articulating an organization's vision and goals and 78.7% agree that effective leaders’ communication builds support for workers' strategic initiatives. Both the quantitative and qualitative findings underscore the significance of leadership communication in promoting a collaborative organizational culture that improves performance. The research recommendations include business training centres should focus on targeted leadership training that fosters open communication, and continuous refinement of communication strategies.
