The effects of marketing environment audit on the performance of parastatals: A case of Kenya Power Company, Kenya

The paper investigated the effects of market environment audit on performance of parastatals. The specific objectives of the study were to determine the effects of marketing environment audit on the sales volume, sales revenue, market share and share price of Kenya Power Company, Kisumu, Kenya. The study adopted a descriptive research survey design with a target population of 200 employees. A sample size of 41 was used. Data was collected randomly using a semi structured research questionnaire. Collected data was edited, coded and verified. Data was then entered in an excel spread sheet and analyzed using descriptive statistics. The study realized marketing environment audit increased sales volume, sales revenue, market share, and share price of the company by a large proportion. The study will be significant to the management in strategizing and establishing excellent marketing environment audit procedures that will identify threats, weaknesses and constitute measures for competitiveness, profitability and successful sales. The study recommends that management should establish permanent Management Information System department to be able effectively scan the environment on a continuous basis for a more improved sales revenue, sales volume, market share and share price.