Expansion strategies adopted by the media houses in Kenya

Abstract

The study set to determine the expansion strategies adopted by media houses in Kenya.The managers of the media houses will use the expansion strategies determined by the study to strategies on how to take the advantage of the opportunities available, the regulators and policy makers of the media sector such as Communications Commission of Kenya and Ministry of Information and Communication among others will obtain insights on the strategies that can enhance the sector's growth, and hence guide in regulation and policy development. Kenyans who utilize the services of media houses will gain knowledge of the current state of development of the sector and the direction this might take in the future. Researchers and academicians will use this study as referral material for related studies. The literature review section has discussed the expansion strategies in general; the peculiarity of the media industry has also been highlighted. The methodology used is descriptive survey. The interview method was used to obtain data from the respondent using an interview guide. Data was analyzed using descriptive statistics and presented using tables. From the findings, it can be concluded that it can be concluded that the media houses have undertaken expansion so as to grow and position the firm in a competitive manner.