An Investigation of the Effects of Porter's Generic Strategies on the Performance of the Education Sector (A Survey of Tertiary Institutions in the Nyeri Town)
Date
2013-08-27
Authors
Njau, Jamlick Mathenge
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Abstract
The growth and expansion of higher education in Kenya in the last decade and the
resultant competition for students by these institutions necessitated an investigation on
the effect of Michael Porter's competitive generic strategies of cost leadership, focus
strategy and differentiation strategies in their marketing. The research established how
these generic strategies affect the organizational performance of these tertiary
institutions in Nyeri town namely the strategies effects on revenues, graduation rates,
ranking, student enrollment, break- even of new courses and industry reputation.
The census method of research was employed to interrogate some 53 senior officials
of the ten major tertiary institutions in Nyeri town using questionnaires. The data was
analysed using both qualitative and quantitive techniques and descriptive statistics and
content analysis employed. The data presented using tables, pie charts, various graphs
and written narratives.
The research confirmed the use of the strategies as well as their effect on the
performance of these institutions. It emerged that the cost leadership strategies of
offering standardized' courses to many students and relying on government subsidies
to lower fees being rampant. There was a dearth of differentiation strategies save for
offering courses perceived to be unique and marketing courses using non-price issues.
The focus strategies of offering weekend and evening classes and targeting a
particular segment of students were among the strategies with greater effect on the
performance of the tertiary institutions. A recommendation was made to future
researchers to conduct studies on effects of each of the generic strategies on the
performance of other sectors of the economy.
Description
LB 2847 .N52