Product Diversification as a Strategic Approach by Youth Funding Organisations in Kenya
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Date
2013-10Author
Marangu, Purity K
Type
ThesisLanguage
enMetadata
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The purpose of the study was to investigate the product diversification as a strategic
approach by youth funding organisations in Kenya. Specifically the study sought to
establish the extent of product diversification as a strategic approach; to establish the
benefits of adopting product diversification as a strategic approach as well as establishing
challenges associated with the adoption of such a strategy. The study employed a crosssectional
survey research design where population comprised of eleven Youth Funding
Organizations in Kenya. The study used both secondary and primary data. Primary data
was collected by use of a structured questionnaire to top and middle level managers. The
questionnaire contained both closed and open questions and was administered to top
management of the organizations. The secondary data was obtained to clarify variables
related to the study. Data was analyzed through use of quantitative data analysis
techniques or statistical methods e.g. regression model. This included frequency
distribution, percentages and measures of central tendency. From the findings, the study
concludes that in addition to advancing general loans, the youth funding organizations
had advanced various products to the youth. This step is prudent since it enhances
diversity of products which helps to reduce competition for buyers. It also allows the
youth to specialize in the areas which they are best talented. Therefore Youth Funding
Organizations should come up with strategies which will enable them to compete
effectively with other organizations. This can be done through market analysis and also
analysis of trends in customer tastes and preferences.
Citation
Degree Of Master of Business Administration (MBA)Publisher
University of Nairobi School of Business
Description
A research project submitted in partial fulfillment
of the requirements for the award of Degree Of
Master of Business Administration, School Of
Business, University Of Nairobi