Expansion strategies adopted by the media houses in Kenya
Abstract
The study set to determine the expansion strategies adopted by media houses in
Kenya.The managers of the media houses will use the expansion strategies
determined by the study to strategies on how to take the advantage of the
opportunities available, the regulators and policy makers of the media sector
such as Communications Commission of Kenya and Ministry of Information and
Communication among others will obtain insights on the strategies that can
enhance the sector's growth, and hence guide in regulation and policy
development. Kenyans who utilize the services of media houses will gain
knowledge of the current state of development of the sector and the direction this
might take in the future.
Researchers and academicians will use this study as referral material for related
studies. The literature review section has discussed the expansion strategies in
general; the peculiarity of the media industry has also been highlighted. The
methodology used is descriptive survey. The interview method was used to
obtain data from the respondent using an interview guide. Data was analyzed
using descriptive statistics and presented using tables. From the findings, it can
be concluded that it can be concluded that the media houses have undertaken
expansion so as to grow and position the firm in a competitive manner.
Sponsorhip
University of NairobiPublisher
School of Business, University of Nairobi
Subject
Expansion strategiesMedia houses
Communications Commission of Kenya
Ministry of Information
Kenya