The influence of external environment on the performance of network marketing firms in Kenya : A case study of Dynapharm Kenya ltd

Abstract

This study sought to determine the influence of external environment on the performance of network marketing firms in Kenya, a case of Dynapharm firm Kenya. The main purpose of the study was to investigate the influence of external environment on the performance of network marketing firms in Kenya, thus Dynapharm. The respondents of this study were the managerial staff working at Dynapharm Firm. The study focused particularly on the departmental heads of this firm in the country. This study utilized an interview guide used in various previous research projects to collect qualitative. The response received was analyzed by content analysis. From the findings, the study established that the external environment influences performance of network marketing firms both positively and negatively. The study further established that the influence of external environment was felt comprehensively in the strategic management systems where emphasis was put on strategy formulation and implementation based on the external environment dynamics to increase positive performance. This study therefore recommends that in order to avoid many impediments, Dynapharm Kenya should make sure that its strategies are sufficient to enable administration and management prudence and getting them advice promptly.