An Investigation of Market Share Analysis Among Large and Medium Scale Private Owned Manufacturing Firms Located Within the Nairobi Area

Abstract

The aim of this study was firstly to find whether Kenyan firms appropriate the importance of market share analysis, and secondly, to establish whether and how Kenyan firms determine their market share and the problems they face in attempting such a determination. Lastly, the study was aimed at finding out the market share management strategies adopted by Kenyan firms. to attain these objectives data was collected by use of questionnaire directed to their marketing or branch managers of most of the privately owned large and medium scale manufacturing firms located within the Nairobi area. The analysed data was collected by the use of tables, percentages and proportions since these were the relevant and appropriate methods for such a survey.....