| dc.description.abstract | A firm that does not attempt to grow will not merely stand still but also stagnate and
eventually die. On the other hand well planned expansion is not only stimulating and self
sustaining but also present to the executive a challenge similar to the one of difficult climbs
in mountaineering. In addition to the managerial stimulus, growth confers tangible financial
and strategic benefits to the firm. In the short-run the productivity of the firm is likely to rise
as rate of output increases. As the size of the firm increases it is likely to reap economies of
scale at both production and managerial levels.
The case study method was used in handling this research problem. Yin (1984) observes that
Case study research excels at bringing us to an understanding of a complex issue or object
and can extend experience or add strength to what is already known through previous
research. Case studies emphasize detailed contextual analysis of a limited number of events
or conditions and their relationships. The data for the research was mainly from both primary and secondary data. The primary
data included in-depth interviews, using an interview guide with senior managers of Athi
River Mining Ltd. These included the Deputy CEO, Finance Manager, Marketing Manager
and Processing Manager. The main tool applied was content analysis. This was necessitated
by the fact that this case study involved study of a single firm
Application of any growth strategies presents various challenges to the firm. A firm wishing
to pursue growth must therefore put in place sufficient resources to be able to counter these
challenges. Market development across national borders has unique challenges due to the
need for the firm to comply with laws and regulation in various countries. Apart from the
different legal frameworks in different countries, there are also varied social cultural settings
which must be surmounted for the firm to effectively develop a new market for its products.
In order to sustain an effect market penetration to sustain There are many reasons for
pursuing a diversification strategy, but most pertain to management's desire for the
organization to grow. | en |
