Growth Strategies and Organizational Performance of Selected Oil Market Firms in Nairobi County, Kenya
Year: 2025
Type: article
Abstract: The oil industry in Kenya has been dodged with a lot of challenges in the last two decades. The demand for oil across the world fell rapidly as mitigation measures instituted against the spread of the COVID-19 pandemic slowed down economic activities in 2020. The main objective of this study was to examine the influence of growth strategies on organizational performance of selected oil market firms in Nairobi County, Kenya. Specifically, the study sought to establish the influence of market penetration strategy on organizational performance of selected oil market firms in Nairobi City County, Kenya, to determine the influence of innovation strategy on organizational performance of selected oil market firms in Nairobi City County, Kenya, to assess the influence of product expansion on organizational performance of selected oil market firms in Nairobi City County, Kenya and to establish the influence of acquisition strategy on organizational performance of selected oil market firms in Nairobi l County, Kenya. This study was guided by Ansoff Matrix theory, Synergy theory of Merger and Acquisition, Diffusion Innovation theory and Resource-Based View theory. This study adopted a descriptive research design. The target population for the study was 130 managers in the 13 oil marketing firms in Nairobi County, Kenya. The study’s sample size was reached at using Krejcie and Morgan sample size determination formula. Using the formula, the sample size for the study will be 97 respondents. This study used primary data collected using a semi- structured questionnaire. Statistical Package for Social Sciences (SPSS) was used to analyze the data. Descriptive and inferential statistics were computed and findings presented in tables and figures. From the pilot results, all the variables were found to have Cronbach alpha value greater than 0.7. This suggested that all the variables were reliable and hence there is no need to change the measures and indicators in the questions. This implies that the research instrument met all the validity and reliability requirements. This study examined the impact of growth strategies on the organizational performance of oil market firms in Nairobi County, Kenya. Regression analysis revealed that all strategies positively and significantly contributed to performance, with coefficients for market penetration (B=0.274, p<0.05), innovation (B=0.421, p<0.05), product expansion (B=0.312, p<0.05), and acquisition (B=0.263, p<0.05). Innovation strategy showed the most substantial influence, followed by product expansion, market penetration, and acquisition. The study concludes that implementing these strategies effectively enhances organizational performance. Key recommendations include prioritizing innovation through R&D investment and collaborations, expanding product portfolios aligned with market demand, strengthening regional market penetration efforts, and conducting due diligence for acquisitions to maximize synergy potential. Further research is suggested to explore additional factors influencing performance beyond the studied growth strategies
Authors: Sarah Nyambura Mwangi, Millicent Mboya
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4409702151