Growth Strategies and Performance of Cement Manufacturing Firms in Kenya

Simple item page
dc.contributor.advisorStephen M. A. Muatheen_US
dc.contributor.authorMunyasya, Roselyne Kavata
dc.date.accessioned2023-08-08T13:28:21Z
dc.date.available2023-08-08T13:28:21Z
dc.date.issued2023
dc.descriptionA Research Project Submitted to the School of Business, Economics and Torisim in Partial Fulfillment of the Requirements for the Award of the Degree of Master of Business Administration (Strategic Management) of Kenyatta Universityen_US
dc.description.abstractFirms rely on various growth strategies to maintain or improve their performance levels. In this context, this study sought to examine the effect of growth strategies on the performance of cement manufacturing firms in Kenya. This study was guided by prior empirical studies and theoretical literature review comprising of theories such as resource-based view (RBV) theory, dynamic capacity theory, balanced score card, Ansoff matrix, and the theory of 80/20 rule. The study identified market penetration, market development, product development, and diversification as independent variables and firm performance as the dependent variable. In terms of their significance, market penetration focused on increasing market share, market development explored new markets or customer segments, product development involved creating and launching new cement products, diversification explored expansion into unrelated industries, and performance measured financial and nonfinancial health and success indicators of these strategies. As such, these variables sought to identify effective approaches for growth and financial success in Kenya's cement manufacturing firms by addressing challenges and opportunities related to market share expansion, new market entry, innovative product development, diversification, and evaluating financial performance. These variables collectively contribute to identifying effective approaches for growth and financial success in the cement manufacturing firms in Kenya. The study used descriptive research design, where firms operating in cement manufacturing firms in Kenya were the studied population. Through the census sampling technique that focused on all eight cement manufacturing firms in Kenya, the sample size included; top management, midmanagement, and low management and it was made of 119 participants. The researcher used descriptive and inferential analysis to evaluate the study data. On correlation of variables, all independent variables (market penetration, market development, product development, and diversification had positive and statistically significant relationships with performance of cement manufacturing firms in Kenya. The analysis of coefficients in the regression model revealed a positive and statistically significant relationships between independent variables (market penetration, market development, product development, and diversification) and the dependent variable (performance) in the cement manufacturing firms in Kenya. Based on the findings, the study infers that improving product development, diversification, market penetration, and overall performance are potential factors that contribute to the enhancement of cement manufacturing firms in Kenya. Therefore, study recommends that cement manufacturing firms in Kenya focus on improving cost competitiveness, strengthening market penetration, enhancing product development and innovation, expanding market initiatives, and exploring diversification opportunities. These conclusion and recommendations offer valuable insights for industry practitioners and policymakers aiming to enhance the performance of the cement production firms in Kenya. The findings align with previous research, further reinforcing the importance of these growth strategies across various industries. Given that this study focused on cement manufacturing firms alone, future research should be conducted in Kenya's other manufacturing firms, such as telecommunication firms, banks, and insurance firmsen_US
dc.description.sponsorshipkenyatta universityen_US
dc.identifier.urihttp://ir-library.ku.ac.ke/handle/123456789/26644
dc.language.isoenen_US
dc.publisherKenyatta Universityen_US
dc.subjectGrowth Strategiesen_US
dc.subjectCement Manufacturing Firmsen_US
dc.subjectKenyaen_US
dc.titleGrowth Strategies and Performance of Cement Manufacturing Firms in Kenyaen_US
dc.typeThesisen_US
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
Growth Strategies and Performance of Cement.pdf
Size:
770.34 KB
Format:
Adobe Portable Document Format
Description:
Full text Thesis
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description:
Download
Collections
MST-Department of Business Administration