Strategic Management Practices and Performance at Amref International- a Case Study of Amref- Kenya

Abstract

The aim of this study was to establish the influence of strategic management practices on the performance of AMREF. The researcher took on a case study research design this study has five chapters and it looked at establishing the influence of strategic management practices on the performance of AMREF. All organizations, whether profit making or nonprofit are open systems and they must therefore interact with their environment. This therefore means that Non-governmental organizations require to have strategic management practices in place that would be most appropriate especially due to the limitations of funds as well as the constant scrutiny from the host governments and donors. In order to have good performance and therefore achieve their aims and goals, the organizations have to continuously scan their environment to identify their strengths and weaknesses as well as the opportunities and threats posed by factors in the environment. This helps the organization to only participate in the activities and practices that would contribute towards the achievement of the organization’s overall goal. The study sought to investigate the influence of strategic management practices on the performance of AMREF Kenya. To do so, the research took on a case study research design due to its ability to collect in-depth data. An interview guide was used as the data collection tool which was administered to AMREF directors and program specialist and implementing partner. Content analysis was used as the tool to analyze data to get findings then make conclusions and recommendations. The findings showed that AMREF engages in environmental scanning in order to ensure the formulation of strategies that suite the needs of target beneficiaries, implementation of the strategies in form of different projects like the Afya timiza project that aimed at making access of health services easier through medical camps, Partnership with MasterCard Foundation to make effects of COVID-19 less painful to people and also the sema project among others. Review of strategies is done yearly to ensure the organization was headed in the right direction. The study showed that strategic management practices had a positive influence on the performance of AMREF. A 23.5% in better delivery of babies was seen between 205 and 2018. There was reduced numbers of people engaging in FGM and more than 200,000 women accessed prenatal and postnatal health facilities in 2018. The researcher recommended that the organization increase one on one communication through meetings and use of peers to pass across the messages as well as involve more men in their fight against violence.