Strategic planning within television companies in Kenya
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Date
2001Author
Mwaura, Jacqueline W
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
Formal strategic management can be traced back.to the 1950s in the
United States of America. With time, it's popularity increased and
spread to several developed countries. Strategic planning took a while
to get to developing countries. Studies have been done in Kenya
regarding strategic planning practices in several industries. However,
in the television industry, there is no research done on the strategic
planning practices. It is for this reason why the study was done.
The population that was contacted for the study was all the seven
companies that exist in the industry. All firms were contacted but the
response that was received was from six companies. The interviewee
was a senior manager in each company. The reason is that these were
the key people in making strategic plans for the firms.
Primary data was obtained through the use of a structured
questionnaire. It was structured to meet the objective of the study.
The questions were both open and closed The questionnaire was to be
administered by the researcher.
It was evident from the research that the firms in the television
industry had formal strategic plans. The top management usually
developed these plans. The planning time horizon for these plans was
short periods due to the turbulence in the environment. Most of the
firms had mission statements. These firms had set aside a percentage
of the budget to strategic planning. They found it important to collect
information on their competitors although just to a small extent. All
the firms utilised a market-driven strategy approach.
Citation
Masters of business administrationSponsorhip
University of NairobiPublisher
school of Business, University of Nairobi