Competitive strategies employed by Fm radio stations in Nairobi

Abstract

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.