BUSINESS GROWTH STRATEGIES AND PERFORMANCE OF FOOD AND BEVERAGE MANUFACTURING FIRMS IN UASIN GISHU CITY COUNTY, KENYA

Isaac Ngaruiya Njehia, Dr. Anthony Osoro

Abstract


The general objective of this study was to examine the influence of business growth strategies on performance of food and beverage manufacturing firms in Uasin Gishu City County, Kenya. The study’s specific objectives were: market penetration strategy, and customer focus strategy on performance of food and beverage manufacturing companies in Uasin Gishu City County, Kenya. The study’s theoretical framework includes review of competitive strategy theory and resource based theory. This study adopted cross-sectional survey design for purposes of suitably addressing data collection and analysis. The target population was  246 respondents from  food and beverage manufacturing firms in Uasin Gishu City County, Kenya which was the unit of analysis whereas study informants was managers in-charge of strategy and business development, and constitute the unit of observation. Proportionate stratified random sampling technique was used to select respondents and self-administered questionnaires based on five-point Likert scale were distributed using drop and pick-up method. Pilot testing was undertaken to test the validity and reliability of the questionnaire and pilot data analysis was done using Statistical Package for Social Sciences version 28. Results now presented in tables and graphs with clear explanations given based on the findings. The pilot results was over 0.7 for reliability and 0.5 for content validity index. The study concludes and recommends that performance of food and beverage manufacturing companies in Uasin Gishu City County, Kenya has been affected by business growth strategies, hence the need to implement this study findings.

Key Words:  Business Growth Strategies, Performance of Food and Beverage Manufacturing Firms, Market Penetration Strategy, customer focus strategy


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