Browsing by Author "Kiossi-Mikala, Vertu Guailor"

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    An Assessment Of Growth Strategies Employed By Small And Medium Enterprises In Nairobi City, Kenya
    (Daystar University, 2012-05) Kiossi-Mikala, Vertu Guailor
    This study aimed at understanding the nature and effectiveness of strategies developed by Nairobi SMEs to expand their market and promote their business. Three objectives were formulated: to determine what growth strategies Nairobi SMEs employed to attract and maintain their customers, to examine their advertising techniques, and to determine the effectiveness of their growth strategies. The study employed a descriptive design as it sought to determine the state of growth strategies employed by Nairobi SMEs. A total number of 100 questionnaires were distributed to targeted respondents, and 78 were returned and processed for data analysis and report. Analysis of data was done through the Software Package for Social Sciences (SPSS) version 20, and Microsoft Excel 2007.This study revealed that the seven most employed growth strategies by Nairobi SMEs were diversification, product development, differentiation, effective customer service, focus strategy, market development and geographic expansion. Another key finding of this study was that SMEs employed different sets of advertising techniques depending on whether they were service-based, product-based or service and product-based. On the basis of the findings yield by this survey, the researcher suggests the following three recommendations: Nairobi SMEs should consider building business partnership through international franchising which will enable them to build an advantageous competitive positioning. They should also focus their growth on intangible assets such as intellectual and human capital. Finally the use of television and radio advertisements should enable Nairobi product-based SMEs to effectively reach customers.