Effect of business practices and strategies on performance of the electronic media (a case of Kenya Broadcasting Corporation)

Abstract

The purpose of this study was to establish the effects of business practices and strategies on performance of the media organizations in Kenya. Specifically the study was to determine the effect of staff training on marketing on performance of the media organizations, to determine the effects of motivation on performance of the media organizations, to determine the impact of competition from other media organization on performance, to analyze the effect of technology on performance of the media organizations. The research design was descriptive research design while the target population was 98 respondents of which the research was sample 60 respondents using stratification method. The study used both primary and secondary data. Secondary data was collected through document review while primary data was collected through a questionnaire. The questionnaire collected both quantitative and qualitative data. Quantitative data was analyzed using descriptive statistics while qualitative data was analyzed using content analysis. The result was personated using table and figures for easy understanding and interpretation. The research findings show that marketing of electronic media is very important to any media organization and competition motivates any media organization to market itself. The factors affecting performance of electronic media were training, motivation, competition and technology. The study recommends the company to adhere to these factors in order to improve its prospect in the market