Operations Strategy and Competitiveness of Media Houses in Kenya
Abstract
This study sought to investigate the operations strategies adopted by media houses in
Kenya and how these strategies contribute to competitiveness. The study was guided
by the following three objectives; to determine the operations strategies adopted by
media houses in Kenya and to establish the relationship between operations strategy
and competitiveness of media houses in Kenya. This study adopted a cross sectional
survey design of the various media houses in Kenya. The study used a sample of 72
employees from four main media houses in Nairobi Kenya. Primary data was
collected through the use of questionnaires which were designed on the basis of the
research objective. The questionnaires were administered by the researcher in order to
capture all the issues required and also to avoid low response rates Data analysis was
carried out using descriptive and regression analysis. The results of the study show
that media houses in Kenya have adopted various strategies to ensure they compete
favourably in the industry. The results also show that the three operations strategies
mostly used by the media houses are cost leadership strategy, differentiation strategy
and market segmentation strategy. Further, the results of the study show that there is a
positive and significant relationship between cost leadership, differentiation and
market segmentation strategies and competitiveness of media houses in Kenya. The
study therefore concludes that the adoption of the cost leadership, differentiation and
market segmentation strategies lead to competitiveness of media houses. The study
recommends the use of these strategies by media houses in order to achieve
competitiveness. The study further recommends that further studies should be carried
out focusing on other operations strategies in future studies to ascertain how they
affect competitiveness of media houses in Kenya as well as replicated outside the
media industry and outside Kenya to establish whether these variables influence
competitiveness.
Citation
Degree for Master of Business Administration,2014Publisher
University Of Nairobi