| dc.description.abstract | The purpose of this study was to establish the extent to which CBOs in Kisumu East District
apply Ansoff s Product Market Growth Strategy. In this context the study examined the four
Ansoffs growth Strategies namely: Market Penetration, Market Development, Product
Development and Diversification Strategies. The study was descriptive in nature. The population
of interest consisted of Community Based Organizations in Kisumu East District which
numbered 223 CBOs. Given the large number of CBOs, a sample size was targeted and random
sampling conducted. Primary data was collected using a structured questionnaire administered to
the respondents through drop and pick later method. Out of a targeted sample of 69 CBOs, 59 of
them responded giving 85% response rate while data was analyzed using mean scores, standard
deviation and t-tests. Findings showed that CBOs apply all the four growth strategies with
market penetration being the most widely applied. The respondents stated relevance in
services/products offering as the most influencing factor to their strategic choice while attracting
donor funding remained the least. On views on how to improve on the capacities and growth of
local CBOs, majority respondents expressed improved funding, improved community
mobilization and improved method of service/products delivery as most applicable. Study
findings present market penetration strategy as the most preferred through free added services.
This is an indication of what heads of CBOs should pursue in order to achieve their
organizational growth. Pursuit of Relevance in service offerings and competition are leading
factors influencing choice of strategy. While the study served to fill a knowledge gap, it has well
opened more areas like exploring levels of competition within CBOs by scholars. The fact that
there is growth in CBOs should inform the Government and other nongovernmental
organizations that CBOs have a role to play in achieving millennium goals. Thus, handling of
CBOs operational limitations like lack secure and permanent facilities are crucial dimensions for
their growth. | en_US |
