Strategic objectives and performance of selected Quickmart supermarkets in Nairobi City County, Kenya

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Date
2025-05
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Kenyatta University
Abstract
The global retail market was valued at USD 11,324.4 billion in 2021 and was projected to grow at an annual rate of 3 percent between 2022 and 2030. Quickmart Supermarket in Kenya has yet to fully tap into the growing retail demand, despite its 53 branches and regional expansion into Uganda and Rwanda. This study was conducted to assess the effect of strategic objectives on the performance of selected Quickmart supermarkets in Nairobi City County, Kenya. The specific objectives were to determine the influence of market penetration, cost leadership, business partnerships, and internal processes on organizational performance. The study adopted a descriptive research design and targeted a population of 588 staff members from six Quickmart branches. A sample size of 238 respondents was determined using stratified sampling. Data were collected using structured questionnaires. A pilot study was carried out with 24 participants to test the research instrument. The results of the pilot test were used to revise and validate the tool before the main data collection. Both content and construct validity were ensured by consulting experts and aligning the tool to the conceptual framework. Reliability was tested using Cronbach’s Alpha, with all variables exceeding the recommended threshold of 0.70, indicating high internal consistency. Quantitative data were analyzed using descriptive and inferential statistics, including correlation and regression analysis. The findings indicated that all four strategic objectives, market penetration, cost leadership, business partnerships, and internal processes, had a significant positive relationship with organizational performance. The study concluded that a multidimensional strategic approach enhances the performance of Quickmart supermarkets. The research recommends continuous innovation and strategic alignment to maintain competitiveness in the dynamic retail environment
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A research project submitted to the school of business Economics and tourism in partial fulfilment of the Requirements for the award of the degree of Master of Business Administration (Strategic Management), Kenyatta University, May 2025 Supervisor: Dr. Chrispen Maende
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