INFLUENCE OF MARKET PENETRATION STRATEGY ON ORGANISATIONAL PERFORMANCE OF PUBLIC UNIVERSITIES IN KENYA

Sande Nancy Auma, Dr. Tabitha Waithaka

Abstract


In competitive markets, a firm has to constantly adapt, update its offering and improve its market share to maintain or improve its position. The study’s main objective was to investigate the influence of market penetration strategy on the organizational performance of public universities in Kenya. The study was grounded on Ansoff’s growth-vector matrix. The study employed a cross sectional survey design involving the total population (census) of the 33 public universities in Kenya. The cross sectional survey design was used because of the comparative analysis across the public universities in Kenya. The cross sectional survey also helped to prove and/or disprove assumptions. The respondents were staff from marketing, planning and strategy, finance and administration departments of the universities. Data was collected through semi-structured research questionnaires, which were self-administered to the respondents with the assistance of the researcher. They were dropped and picked from the respective respondents. Data was analyzed through descriptive statistics and inferential statistics including regression analysis and correlation to establish the potential relationship between the dependent and independent variables. The study findings were presented through frequency distribution tables. The study found that market penetration growth strategy has a positive influence on the performance of public universities. The universities have increased their advertising expenditure to ensure the university services are promoted adequately. The study recommended that much emphasis should be done on the mainstream media advertising and social media to attract more students.

Key Words; Market Penetration Strategy, Performance


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References


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