Foreign market entry strategies used by multinational corporations in Kenya: A case of Coca Cola Kenya Ltd
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Date
2012-11Author
Cheptegei, Daniel K
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
This study was on the strategies that MNCs use to enter the Kenyan market with a
case study of Coca Cola Company in Kenya. The objective of the study was to
establish the foreign market entry strategies adopted by Coca Cola Kenya Ltd.
The study employed a case study as its research design. Primary data was used in the
research. The data was collected using an interview guide. The respondents
interviewed were senior managers of Coca Cola Kenya Ltd in the operations
department. Five senior managers were interviewed; the finance manager, the
operations manager, the commercial manager, the exports manager and the
Production Manager. Data was analysed using content analysis as the study aimed to
collect data that was qualitative in nature.
Following the study findings it was possible to conclude that Coca Cola Company has ventured into various foreign market entry strategies in order to increase its
customer base and its profits. These market entry strategies include foreign direct
investment, joint ventures, franchising and exporting.
It was also possible to conclude that there are various factors influencing the choice of
market entry strategy, the factors are legal framework, risk of macroeconomic
instability, loss of assets due to non-enforceability of contracts and physical
destruction caused by armed conflicts.
It was also possible to conclude that all market entry strategies faced various
challenges but the management was successful in overcoming the challenges.
The study recommends that multinational firms should continue investing in various
foreign market entry strategies so as to meet the company objectives and mission.
It is also recommended that the company should study the marketing environment
before adopting any strategy so as venture into the strategies which best suit their
company.
Citation
MBA Thesis 2012Sponsorhip
University of NairobiPublisher
School of Business, University of Nairobi
Subject
foreign market,customer,Description
Master Thesis