Competitive strategies adopted by National English radio stations in Kenya

Abstract

Radio plays a major role in dissemination of information as well as a source of entertainment across all generations. The size and nature of the marketplace for radio in Kenya has enlarged significantly since 2000, with 34 new stations coming on-air, bringing the total in 2005 to 49. There are now a number of radio stations serving different ethnic groups and major religions in the country, and the interests of the youth now being targeted by stations. English radio stations have a more national outlook than any other stations in Kenya. This is so because English is the official language in Kenya. Radio listener-ship in the country is quite high and is bound to grow as radio remains the most affordable information gadget to majority of Kenyan population. This study was aimed at investigating competitive strategies adopted by National English radio stations in Kenya. The objectives of this study were to establish the competitive strategies adopted by the National English radio stations in coping with the challenges of increased competition in the industry and challenges posed by the competition to these radio stations operating in Kenya. The research design adopted was descriptive. A census survey was done for all the eleven operating National English radio stations in Kenya. Primary data was then collected using semi-structured questionnaires. The questionnaires were personally delivered to four managers from each of these radio stations and later collected. The findings of the study revealed that National English radio stations have adopted various strategies in their operation in order to remain competitive. The most common strategies in play to most of these stations are differentiation and focus strategy. Cost leadership strategy is not much effective as prices of various services are determined by market forces. Despite strategy adoption the study found out that all radio stations across encounter numerous challenges. Most of these challenges cut across all radio stations while others appeared to be unique to particular radio stations.