Marketing oriented strategies adopted by Kenya Airways Ltd in foreign markets
Abstract
To the best of the researcher’s knowledge, no study had been done on the foreign market
strategy adopted by Kenya Airways. This was despite its success in establishing networks in
many nations of the world. This study therefore sought to fill the gap in literature by
investigating the foreign marketing strategies adopted by Kenya Airways. This was a case
study since the unit of analysis is one organisation. This was a case study aimed at getting
detailed information regarding the strategies adopted by Kenya Airways Limited in foreign
markets. The researcher used both primary and secondary data. Primary data was collected
using self-administered drop and pick interview guides while secondary data was collected
by use of desk search techniques from published reports and other documents. The
respondents of this study were the senior staffs, who include top, middle and lower level
managers working at Kenya Airways ltd. The interview guides were self administered to give
the respondents time to respond to the questions at their convenience. the completed
questionnaires were edited for completeness and consistency. A content analysis was
employed.
The study found that the company involved in international indirect exporting through
domestic intermediary, direct exporting which involves exporting via foreign intermediary;
sales and/or collaboration joint venture; sales and/or manufacturing subsidiary; and licensing
and franchising. From the findings, the study concluded that the success of foreign market is
influenced by export knowledge, commitment, technological superiorities of the exported
products and external support programmes such as government assistance influenced. The
study also concludes that the foreign market strategies employed by company are use of
global marketing strategies shown, sourcing strategies, research and development, sales and
customers’ service, high level of market orientation, marketing research, promotion and
advertising, new products development practices and manufacturing operations. This study
therefore recommends that in order to ensure competitive advantage in the foreign market,
Kenya Airways should ensure that they have the export knowledge, they are committed and
they should have the technological superiorities of the exported products/services which in
earlier studies was found to have a positive relationship with success.
Citation
MBA ThesisSponsorhip
University of NairobiPublisher
School of Business, University of Nairobi