| dc.description.abstract | ABSTRACT
The purpose of this study was to determine the growth strategies at Inoorero University. To meet this objective, a case study was chosen. The target population of the study consisted of middle level and senior management at the university. A sample of four persons was interviewed. Interview guides were used to collect data from the managers. Content analysis technique was used to analyse the data. The findings emerging from the analysis were used to compile this report. The research study concluded that Inoorero University had applied various business growth strategies like market penetration by attracting non-users and increasing their present customers consumption rate, product development by differentiating their products and having new products targeting current customers, market development through new promotional and distribution channels like media advertising. Strategic alliances were also used by the university offering degree courses in conjunction with other universities whether foreign or local. All these strategies helped IU gain market share. | en |
