MARKET PENETRATION STRATEGY AND COMPETITIVENESS OF ISO CERTIFIED MANUFACTURING FIRMS IN KENYA

Abstract

This research looked at market penetration strategy and competitiveness of ISO-certified manufacturing firms in Kenya. The study assessed how market penetration strategy could be applied by firms at a corporate level to achieve competitiveness. The moderating variable, being industry characteristics, was introduced to establish the extent of the effect of the independent on the dependent variable. The study performed a descriptive survey targeting forty-one (41) ISO-certified manufacturing firms in Kenya. The primary data source was a self-administered structured questionnaire. A secondary data sheet was employed as a tool for measuring the dependent variable. The procedure for data collection was the ‘drop and pick later’ method. Data analysis was done using descriptive with mean score and standard deviation used. Inferential statistics was undertaken by applying the Pearson correlation coefficient and multiple regression model to analyze and determine the link between the predictor and the predicted. In testing the research hypothesis, the p- value in the Anova test was used while F-statistics was computed at 95% confidence level to test the possibility of existence of any significant relationship between market penetration strategy and competitiveness of ISO certified manufacturing firms in Kenya. The !1study !1found that firms employ value-based pricing to set prices of their products and/or services. The study also found that firms adopted competitor-based pricing to set prices of their products and/or services prices. Additionally, the study established that firms employ promotion strategy to provide information on the quality of their products/services. Further, majority of the respondents agreed that their firms adopted promotion strategy to sell different goods/services under different brand names. The study also established that firms employ customer retention strategies to improve customer service through timely resolution of customer’s problems/enquiries. Finally, the study also found that firms utilize customer retention strategy to enhance communication between employees and customers.  The !1study   concluded market penetration strategy has !1significant !1influence !1on ! competitiveness of ISO certified manufacturing firms in Kenya !1and that industry characteristics !1had !1a !1moderating !1influence !1on !1the !1relationship !1between! market penetration strategies 1and competitiveness of ISO-certified manufacturing firms in Kenya. The !1study !1recommended !11that!1management !1of !ISO-certified manufacturing firms in Kenya!1should !1put !1in !1place ! market penetration!1strategies !1!1to enhance! firm competitiveness. 1The !1study !1also !1recommended !1that !1in future, !1scholars !1and !1researchers !1should !1aim !1to !1test !1the !1relationship !1between! market penetration strategy!1and !1firm competitiveness to bring rigour and offer platforms for comparison of findings.

Key Words: Market Penetration Strategy; competitiveness of ISO certified manufacturing firms; Game Theory, Porter's five forces model.