Growth strategies applied by the Institute of Advanced Technology; the study of Ansoff model
The study focused on identifying the growth strategies applied by IA Tusing Ansoff' s growth strategies model. The model provides four main strategies that firms may adopt for growth which include market penetration, product development, market development and diversification. IA T is a middle level college which has been in existence for close to two decades. In a country that is facing growth and high demand for tertiary education there is a stiff competition necessitating institutions IAT being one of them to adopt growth strategies to survive and serve the ever growing market. The study adopted a case study design. The data collection instrument was an interview guide which was used to collect primary data. Interviews were administered to IRD, test center, marketing and two branch managers. Secondary data was collected from institution's publications which included newsletters, brochures and handbills. The institution's website also provided more data. The results of the study showed that the institution applied growth strategies identified by Ansoff' s model. Market penetration practices especially advertising and incentives were evident. The firm also had been developing new products through IRD department and also in collaboration with other local and international learning institutions. It also created new markets through opening up branches especially in Nairobi and other cities. The institution had diversified by introducing other courses in the area of business and life skills which is a deviation from initial focus which was IT courses. The study revealed that the institution had benefited from these practices through increased market share, increased sales and more recognition. The study recommended the institution to pursue more of market development in other major towns in Kenya and East Africa to exploit more opportunities. Diversification could also be intensified by venturing into consultancy and e-learning to take advantage of the wealth of experience gained through the years. The limitation of the study was related to the fact that the study was using only one model to identify growth strategies employed by lAT. The study recommended that similar study may be conducted in other institutions to establish growth strategies applied by other learning institutions, since it focused on only one institution.