An analysis of the application of Unrelated Diversification strategy by the Major oil companies in Kenya

Abstract

This research is titled: An analysis of the application of unrelated diversification strategy by major oil companies in Kenya. The study aimed at analyzing the reasons why the major oil companies engage in non fuel business, a major departure from their core business of vending petroleum products. The study, utilized data collected using a questionnaire from five major oil companies. The data was analyzed using frequency distribution tables, percentages graphics and cross tabulations. The research findings revealed that the concept of non-related diversification as it is applied in the retail networks of Kenyan oil companies lends itself more towards enhancing customer satisfaction than improving the financial performances of the major oil companies.