Strategic Market Planning Capabilities, Marketing Strategy Implementation Capabilities and Internationalization of Plastic Manufacturing Firms in Uganda.
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Date
2023
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Abstract
This study was aimed at examining the relationship between strategic market planning capabilities, marketing strategy implementation capabilities and internationalization of plastic manufacturing firms in Uganda. This study was greatly based on the objectives: to examine the relationship between strategic market planning capabilities and firm internationalization, to examine the relationship between marketing strategy implementation capabilities and firm internationalization and to examine the combined effect of strategic market planning capabilities and marketing strategy implementation capabilities on firm internationalization The study used a cross sectional research design with a sample size of 103 plastic manufacturing firms in Uganda from which 99 responded indicating a response rate of 96%. The data was tested for reliability, analyzed using SPSS v23 and results presented based on the study objectives. Findings revealed a significant and positive relationship between strategic market planning capabilities and firm internationalization.
Further still findings indicated that there is a significant positive relationship between marketing strategy implementation capabilities and firm internationalization. Overall strategic market planning capabilities and marketing strategy implementation capabilities explain 44.9% of the variance in internationalization of plastic manufacturing firms in Uganda. In addition, marketing strategy implementation capabilities was found a stronger predictor of firm internationalization compared to strategic market planning capabilities. Therefore, the study recommended that plastic manufacturing firms in Uganda should improve marketing strategy implementation capabilities through putting in place appropriate organizational designs, improving marketing resource allocation and monitoring marketplace progress in order to be able to internationalize. Further studies may also be conducted to ascertain other predictors of internationalization of plastic manufacturing firms in Uganda given that the independent variables only predict 44.9%.
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A Dissertation Submitted to Makerere University Business School (Faculty of Graduate Studies and Research) in Partial Fulfilment of the Requirements for the Award of Degree of Master of Business Administration of Makerere University. (PLAN A).
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Ali, K (2023) Strategic Market Planning Capabilities, Marketing Strategy Implementation Capabilities and Internationalization of Plastic Manufacturing Firms in Uganda. Unpublished Masters Dissertation Makerere University Business School. Kampala, Uganda.