Competitive strategies employed by Fm radio stations in Nairobi
![Thumbnail](/bitstream/handle/11295/63999/Nyansera%20Rachel%20K_Competitive%20Strategies%20Employed%20by%20EM%20Radio%20Stations%20in%20Nairobi.pdf.jpg?sequence=6&isAllowed=y)
View/ Open
Date
2009Author
Nyansera, Rachel K
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
This study was initiated to determine competitive strategies employed by FM Radio stations in
Nairobi and why they employed such strategies. The respondents were marketing managers of
the FM radio stations since they’re the one’s who implement strategies. In addition to the
primary data that was gathered using questionnaires secondary data was obtained from literature
review, NCCK and journals that focus on media.
The study found out that majority that is 60% of the stations had been in operation for less that 5
years due to liberazation of airwaves that was effected in 2002. Similarly the study found out
that most FM radio stations used a combination of strategies to beat competition.
The low cost strategy was mostly used by radio stations that had been in operation for less than
five years while those who had been in operation for more than five years used differentiation
as well as combination strategies.
Citation
Nyansera Rachel Kemunto (2009). Competitive Strategies Employed By Fm Radio Stations In Nairobi. Master Of Business AdministrationPublisher
University of Nairobi