Market Penetration Strategies Used By Football Betting Firms In Kenya

Abstract

This study was conducted to establish the market penetration strategies used by football betting firms in Kenya. A descriptive census study was done on the 12 licensed and registered betting firms in Kenya. Data was collected and analyzed using descriptive statistics. The study confirmed that football was the most common type of sport betting among the firms and that the firms had adopted a number of market penetration strategies to thrive in an environment characterized by high competition often beyond their influence. The study revealed that under the market penetration strategy of increasing service usage, sourcing new customers and enhancing website features for ease of navigation were the most widely used tactics. To secure dominance in growth markets, majority of the respondents rely on the tactics of identifying new demographics and geographic expansion. With regard to growing market share, football betting firms in Kenya majorly resort to social media campaigns as well as traditional media advertising and product innovations. The study also found out that to drive out competition in saturated markets, betting firms majorly employed a combination of superior positioning and expanding the market share by targeting competitors’ customers. The study made contributions to policy formulation especially with regard to establishing a regulatory framework as well as contributions to academic theory and practice. The research also gave rise a number of avenues for further research. The researcher recommends the replication this study in different contexts with regard to other types of sport betting and the assimilation of secondary data in complimenting the primary data.