EFFECTS OF MARKETING STRATEGIES ON PERFORMANCE OF RECRUITMENT AGENCIES IN NAIROBI COUNTY; A CASE OF STAREHE SUB-COUNTY

The objectives of the study were to determine effect marketing penetration strategy on performance, establish development performance and diversification performance. was guided by Igor Ansoff’s Theory Resource Based Theory. adopted descriptive research design. target population 117 which constituted top level management, middle management support staff. sample 90 respondents. Data collection primary therefore researcher administered questionnaires, considered as an effective tool for A pilot test questionnaire undertaken before administration questionnaire. Reliability validity carried out data instruments. analyzed using statistics version 21 SPSS program. Findings in form percentages, means standard deviation. Analysis presented tables figures. main beneficiaries recruitment agencies general. findings revealed that there is existing relationship between strategies agencies, pooled correlation regression analysis. There a positive market r (54)=0.462, p<0.001, strong r(54)=0.561, r(54)=0.465, p<0.001. findings, recommended significance conducting background check all candidates forwarding suitable names various employers. Moreover, they should properly utilize so be position selling their brands known Key Words : Marketing Penetration Strategy, Diversification Market Development, Performance Recruitment Agencie CITATION: Guchu, S. W., Kimani, G., & Obunga, F. (2022). Effects Nairobi County; case Starehe Sub-County. Strategic Journal Business Change Management, 9 (2), 96-112.