MARKET ORIENTATION AND PERFORMANCE OF THE UGANDAN TEXTILE INDUSTRY: A CASE OF SOUTHERN RANGE NYANZA (SRN)

Abstract

The study examined the relationship between market orientation (customer orientation, competitor orientation and inter-functional coordination) and performance of SRN. The problem was that sales of many of the SRN products were constantly dropping because of the stiff competition from the cheap Chinese textiles and the second hand clothes (mivumba) that are brought into the country as humanitarian aid. The specific objectives of the study were: (i) assess whether customer orientation improves performance in Southern Range Nyanza. (ii) Establish the effect of competitor orientation on performance of Southern Range Nyanza. (iii) Investigate the relationship between inter functional coordination and performance of Southern Range Nyanza. And (iv) Analyze the influence of trade facilitation on performance of Southern Range Nyanza. The sample size was 205 respondents taken out a population of 1450 employees using the krejcie and Morgan table. However 167 questionnaires were returned, making it 81.46% response rate. Stratified and simple random sampling techniques were used while a triangulation of both qualitative and quantitative data collection methods and data analysis techniques was employed. The questionnaire was the main instrument because it was cheaper and quicker to administer but was supplemented with the interview guide and the documentary review checklist. It was discovered that SRN is not customer oriented nor inter-functionally coordinated but was very competitive. It is its competitiveness (aggressive marketing) and monopoly in producing pure cotton products that drives its business. It was recommended that information should not only be shared among managers but also with other employees to enable them be part of the solution to whatever could be affecting the organization.