| dc.description.abstract | Marketing strategies literature show cost leadership, differentiation and focus strategies as
important drivers of performance and competitive advantage among firms. However, there is no
literature about radio broadcasting firms, the association of cost leadership strategy with
performance of radio broadcasting firms, the association of differentiation strategy with
performance of radio broadcasting firms and the association of focus strategy with performance of
radio broadcasting firms. The purpose of this study therefore was to establish the association of
marketing strategies with performance of Radio broadcasting firms based in Kisumu County,
Kenya. Specific objectives of the study were to: determine the association between cost leadership
strategy and performance of the radio broadcasting firms; determine the association between
differentiation strategy and performance of the radio broadcasting firms and to establish the
association between focus strategy and performance of the radio broadcasting firms in Kisumu
County. The study was guided by a conceptual framework with marketing strategies as
independent variable and performance as dependent variable. The study employed a correlational
research design and the population of study constituted a total of 35 top managers and middle level
managers from the three radio firms operating in Kisumu County. Instrument reliability and
validity test were done using pilot study involving 5 managers and expert review respectively. A
semi-structured questionnaire reliable at a = 0.750, 0.984 and 0.927 for the three constructs was
used to collect primary data. Secondary data was collected through desk review. Data was
analyzed using descriptive and inferential statistics and presented using tables and graphs. The
findings were that the association between cost leadership and performance were positive and
significant, that is, (r = 0.475, p = 0.008, n= 30) meaning that use of cost leadership strategies
influences performance positively, the association between differentiation strategy and
performance were positive and significant, that is, (r = 0.597, p = 0.000, n= 30) meaning that
differentiation strategy positively associates with performance and the association between focus
strategy and performance were positive and significant, that is, (r = 0.555, p = 0.001, n= 30)
meaning that focus strategy positively associates with performance. The study concludes that use
of cost leadership strategies associates with performance positively; that use of differentiation
strategies associates with performance positively and lastly use of focus strategies associates with
performance positively. Recommendations of the study are that management of radio broadcasting
firms should continue using differentiation strategies and intensify use of cost leadership and focus
strategies, intensify application of cost leadership strategies, intensify application of differentiation
and focus strategies as these were found to positively associate with performance of these firms.
The results of this study will be important to the Radio Broadcasting Firms by helping them to
adopt marketing strategies that would enhance their performance and prove to be useful to both
academics and industry players in the media industry. To the academia, the study will provide an
insight on applicability of Porter's generic strategies in various industries, also gap for further
investigation on other related media or entire industry. To the industry policy makers, the study
will help in identify the appropriate marketing strategies for survival in the competitive business
world. | en_US |
