Foreign market entry strategies adopted by Kenya Commercial Bank limited in Rwanda
The study sought to establish the foreign market entry strategies adopted by Kenya commercial bank limited in Rwanda. The study sought to achieve two objectives: To establish the market entry strategies adopted by KCB in entering the Rwandese Market and to find out the challenges faced by KCB in implementing the strategies. The study adopted a case study approach. Qualitative data was collected from managers in Kenya Commercial Bank Rwanda and was analyzed by use of content analysis. The research findings indicate that Kenya Commercial Bank decided to open a fully owned subsidiary in Rwanda in order to have full control of the operations of the subsidiary. The bank also chose the strategy since there was encouragement from the Rwandese government for foreign direct investment. There were also other prevailing conditions that were favorable to KCB that made it possible to establish a wholly owned subsidiary. The challenge that KCB had to address The study concluded that KCB started a fully owned subsidiary in Rwanda as opposed to other foreign market entry strategies such as mergers and acquisitions and strategic alliances among others.