Diversification Strategy Adopted by Christian Faith – Based Organizations in Kenya Case Study of Deliverance Church Kasarani

Abstract

Organizations are deemed to be open systems meaning that they operate within an environment which is dynamic in nature. These organizations are required to evaluate themselves time to time and align themselves strategically in order to remain relevant. In order for this to happen, organizations adopt different strategies. One of the major strategies undertaken is diversification, the focus of this study. The study concentrated on finding out the importance of diversification and the challenges facing diversification as a strategy adopted by Christian Faith–Based organizations. The study employed a case study of Deliverance Church Kasarani. Primary data was collected by use of prepared interview guide and also secondary data from church magazines and other published relevant materials. Content analysis which enabled an in-depth analysis was used to analyze the collected data. The study found that diversification at Deliverance Church Kasarani has been a success. This was supported by many benefits that have been achieved as a result of diversification. These benefits included; growth, customer satisfaction, customer loyalty, economic and financial stability, job creation, professionalism and strong relationships with other organizations. The key challenges were found out to be financial challenges, employee turnover, unsupported policies, resistance to change and limited physical facilities. In order to overcome these major challenges the study concluded with pointing out some recommendations such as; strategic evaluation and analysis, employee motivation and development, review of policies, improvement in systems and structures, cost saving, internal control measures, proper marketing, cost leadership and benchmarking.