DOI: 10.36347/sjahss.2016.v04i06.014

Pages: 709-715

The purpose of this study is to establish the influence of productivity strategies on growth of private secondary schools. Private schools in Kenya need to focus on target marketing their efforts to the niche markets of specific identifiable customers. There are many important elements to consider in defining the marketplace, but the bottom line is customer needs. There are no absolutes in marketing for private schools. A marketing mix that works for one school may fail miserably for another. Efforts to sell educational products and services generally do not work well with mass marketing efforts aimed at everyone. Marketing efforts should start with a sound recognition of customer needs and then work backwards to devise products and services to satisfy those needs. In this manner, private schools can presently satisfy customers in a more efficient manner as well as anticipate future services and opportunities. Today, as competition and costs increase, and as productivity and quality decrease, more marketing sophistication is needed. Private schools face three major marketing tasks: they want to increase their competitive differentiation, service quality and productivity. The efforts to sell educational products specifically do not work well with mass marketing efforts aimed at everyone. Marketing efforts should start with a sound recognition of customer needs and then work backwards to devise products and services to satisfy those needs. This way, private schools can presently satisfy customers in a more efficient manner as well as anticipate future services and opportunities. Schools that draw from the marketing experiences of others may be able to avoid unsuccessful strategies, emulate profitable ventures at reduced costs, and embrace marketing opportunities with fewer uncertainties. Performance metrics that are directly tied to growth include enrollment, infrastructure, teacher population, increased subject choice, number of classrooms among others.