Role of Strategies on the Financial Performance of Retail Chain Stores in Kenya: A Case of Kassmatt Supermarkets Limited

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dc.contributor.authorMwangi, Jacinta
dc.date.accessioned2024-10-28T09:19:45Z
dc.date.available2024-10-28T09:19:45Z
dc.date.issued2023-10
dc.descriptionMASTER OF BUSINESS ADMINISTRATION in Strategic Management
dc.description.abstractStrategies play an integral role in enabling the firm to effectively survive in a fast-paced changing environment. Firms that employ strategies such as growth and positioning strategies are better positioned lead them towards accomplishing their set goals and objectives. The purpose of this study was examining strategies and their effect on the financial performance of retail chain stores in Kenya with a focus on Kassmatt Supermarkets Limited. The study adopted a descriptive research design. The target population constituted 98 of the total population was the sample size. Purposive sampling approach was utilized to sample the employees. Collection of data was done using questionnaires. Quantitative type of data was analyzed using descriptive statistics: mean and standard deviation was used to interpret the results as well as percentage and frequency. Regression analyses were utilized in establishing the link between strategies and financial performance. Quantitative data was diagrammatically presented using charts, figures and tables followed by prose interpretation of the results while qualitative data will be presented using content analysis. The study revealed that Kassmatt Supermarkets adopted growth strategies, including diversification and customer loyalty initiatives, positioning strategies focused on brand identity and strategic locations and marketing mix strategies included active advertising, adequate budgets, and customer-centric promotions. The study concluded that strategies significantly influenced Kassmatt's financial performance, maintaining market share and increasing profits were key financial indicators and that effective financial management and customer-focused positioning strategies were critical. The study recommends to develop clear growth plans aligned with market demand, invest in building a recognizable brand identity and strategic store locations, and continue active advertising, allocate budgets wisely, and tailor promotions to customer preference.
dc.description.sponsorshipDaystar University, School of Business and Economics
dc.identifier.citationMwangi, J. (2023). Role of Strategies on the Financial Performance of Retail Chain Stores in Kenya: A Case of Kassmatt Supermarkets Limited. Daystar University, School of Business and Economics
dc.identifier.urihttps://repository.daystar.ac.ke/handle/123456789/5576
dc.language.isoen
dc.publisherDaystar University, School of Business and Economics
dc.subjectKassmatt Supermarkets Limited
dc.subjectStrategies
dc.titleRole of Strategies on the Financial Performance of Retail Chain Stores in Kenya: A Case of Kassmatt Supermarkets Limited
dc.typeThesis

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