| dc.description.abstract | In the recent past there has been tremendous growth in the financial sector in Kenya and indeed in the East African region. This tremendous growth has brought with it cut throat completion in the market. As a result a number of the local banks have ventured into the East African region to seek for new markets and expand their businesses. In venturing to foreign markets, organizations choose different modes of entry. The central managerial trade-off between the alternative modes of market entry is that between risk and control. This means therefore the organizations will choose from on the one hand, low intensity modes of entry to minimize risk and high intensity modes to have a greater control. Entry strategies are crucial to the survival of firms as they move to international markets. Appropriate entry strategy means that firms are moving on the correct direction and ensure business success in the foreign market. The selection of an appropriate strategy in a foreign market can have significant and far reaching consequences on a firm‟s performance and survival. Diamond Trust Bank Limited is among the financial institution in Kenya pursuing regional expansion. The research project sought to identify strategies used by Diamond Trust Bank Limited to enter the East African market. The procedures for conducting the research are discussed in chapter three. The study was a case study on Diamond Trust Bank. Primary data was collected by interviewing four senior Managers of the Bank. The target respondents were four senior managers of the bank. The interview guide contained open-ended questions. The open-ended questions enabled the researcher to collect qualitative data and seek clarifications incase of more information needed. Before processing the responses, the completed interview guides were edited for completeness and consistency. Content analysis was used to analyze the data collected. Finally, the study reveals that Diamond Trust Bank moved into the East African markets by opening Subsidiaries. However, there are a couple of challenges facing the bank ranging from increased competition and government bureaucracy. As part of the recommendation, Diamond Trust Bank needs to explore other foreign market entry strategies and benchmark with the banks that have used them and establish their adoptability. This will assist the bank in having more than one alternative at its disposal. A successful and sustainable entry strategy will require planning, resources and research for successful implementation. The study also recommends further research to establish the reasons why DTB chose to use the establishments of subsidiaries comparative study on the success of the strategy as compared to the other foreign market entry strategies that have been applied by other organizations especially the in the financial sector globally. | en_US |
