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    Influence of Situation Analysis on Performance of YouthEnterprises Development Fund in Nairobi City County
    (INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS), 2023-09) Githinji, Michael Ronald; Kirimi, Eunice; Miluwi, Joshua
    The absence of situation analysis may result in inadequately designed strategies, misallocation of resources, and poor risk management approach all of which could negatively impact organizational performance. The purpose of the study was to assess the influence of situation analysis on the performance of youth enterprise development funds (YEDF) in Nairobi city county. The study was descriptive, targeting a population of 114 staff at the headquarters. A Census of all the target respondents was considered as the sample. A questionnaire with open and closed questions was used to obtain data for the study through online and physical administration. Analysis of data was done by descriptive, content, and regression analysis. Out of a sample of 114 respondents, only 96 respondents returned their questionnaires which represented a response rate of 84.2%. Results of the study revealed that an r-square of 0.196, which implies that situation analysis, accounted for 19.6% of the changes in the performance of the youth enterprises fund. Besides, the study revealed a β of 0.713 and a p-value of 0.001<0.05. The study concluded that situation analysis had a positive and significant influence on the performance of YEDF in Nairobi city county. The study recommended the YEDF enhance and pay more attention to both internal and external factors that affect its performance. YEDF should conduct more internal assessments of its strengths and weaknesses. Besides YEDF in Nairobi county should also conduct a situation analysis on the external environmental factors including technology and economics to enhance its performance.
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    Relationship between Education Sponsorship and Brand Equity amongst Beverage Companies in Nairobi City County
    (INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS), 2024-03) Muchira, Gatana Michael; Maore, Stephen; Muriithi, Simon
    Global competition has called for companies to be more innovative in the way they position their brand to achieve a competitive edge. Therefore, companies have adopted more non-traditional ways to showcase their products each more audiences as possible, one of the innovative ways of marketing that have gained more attraction among corporate marketers is corporate sponsorship. Marketers have found corporate sponsorship to be more effective in creating brand awareness and re-shaping brand attitudes amongst prospective customers. The purpose of the current study was to investigate the relationship between corporate sponsorship and brand equity among beverage companies in Nairobi County. The specific objectives of the study were to establish the relationship between education sponsorship and brand equity amongst beverage companies in Nairobi City County. The study involved 237 public relations and marketing managers in 10 beverage companies sponsoring different education. Sampling for the study was conducted through a stratified random sampling technique. Data for the study was collected using questionnaires that were administered physically as well as online. Collected data was analyzed through descriptive and inferential analysis. Descriptive statistics included: mean, frequency, percentage, and standard deviation. Inferential analysis on the other hand included correlation as well as regression analysis. Education sponsorship and Brand Equity revealed a β = 0.254, t= 2.566, and a p-value of 0.012. The study concluded that education sponsorship had a positive and significant relationship with brand equity. Public relations managers and marketing managers need to identify needy and also bright students in society who are enrolled in schools by giving them scholarships to boost their corporate image.