Effect Of Diversification Strategies On The Performance Of Keroche Breweries Limited, Kenya

Abstract

The objective of the study was the effect of diversification strategies on the performance of Keroche Breweries Limited. An interview guide was used to collect data. The research design was a case study. The study managed a 60% response rate with 18 of the 30 respondents availing themselves for the interview. 12 of them did not turn up, which represent 40%. The response rate was considered good and deemed fit for the study. On the gender of the respondents, 12 of the respondents were male which represents 67% of the total and 6 were female which represents 33% of the total respondents. This was expected as there is a usual gender inequality in representation in Kenya. The experience (duration served in the organization) of the respondents ranged from 4 months to 15 years. This indication that the organization is experiencing low staff turnover and that the respondents were rich in knowledge about the diversification strategies that eventually influence the organizational performance of Keroche Breweries. The study concludes that the diversification strategies have an effect on the performance of Keroche Breweries Ltd. One great limitation of this study was collection of data. It was a great and monumental task convincing the organization that the data was meant for academic purposes only since they thought it will be used against them. However through the intervention of the University of Nairobi Mombasa Campus, the researcher was able to collect data. This study, data was analyzed using content analysis. A similar study can be done and the data analyzed using quantitative methods to check whether there will be similar findings. It would be an addition to the body of knowledge in using a different methodology.