Influence Of Foreign Market Entry Strategies On Export Performance Of Epz Firms In Kenya
Abstract
The objective of the study was to determine the influence of foreign market entry
strategies on export performance of EPZ firms in Kenya. The research was conducted
using descriptive cross sectional survey design. The population of interest was all the
EPZ firms in Kenya. There are 113 firms in the three EPZ zones in Kenya. Thus the
target population was 113 EPZ firms in Kenya. The researcher chose a representative
sample of thirty-five (35) firms, which was 30% of the population. The sample was
selected using the stratified sampling technique where the population was divided into
subgroups based on zone and location. The study used an open ended questionnaire as the
main instrument of collecting primary data. The data from the field was checked to
ensure completeness, consistency and accuracy. The data was then coded and tabulated to
facilitate data analysis. The researcher analyzed the data and presented the results in form
of percentages, frequencies, graphs and tables. In addition, the researcher used
descriptive statistics such as the mean and standard deviation to also present the data. The
response rate of 86%. The study found that entry into the foreign market gave the firms a
chance to relaunch themselves after many years of absence. The study found that the firm
has created value for its customers through quality products and services as a results of
foreign market entry strategies. The study further found that the firm’s market share has
improved due to increased marketing activities as a result of foreign market entry
strategies. The study concluded that the firms first used joint ventures or strategic
alliances strategy. The study concluded that the strategy chosen to enter the foreign
market was very effective. The study recommended that the EPZ firms should critically
analyze the various strategies at their disposal in entering a new market before making
decisions on how to enter the selected market. Market entry strategy plays a very
important role in determining the successfulness of the multinational corporations on the
local market.
Publisher
University Of Nairobi
Subject
Foreign Market EntryRights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
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