Entry strategies used by Mater Group of Hospitals in Kenya

Abstract

The establishment of hospitals has generally taken a long time, and very few have attained a strong position on foreign markets. In many countries, the pace of change in hospitality industry is dramatic. Frequently reported trends are blurring off industry boundaries, deregulation and globalization, pressures from new and existing competitors, rapidly advancing information technology and increased customer sophistication. The research objective of this study was to find out the entry strategies used by Mater Group of Hospitals. The research design employed in this study was a case study of Mater hospital. In this study, emphasis were given to primary data. Data was collected using an interview guide. The interviewees were the top and middle level of Mater Group of Hospitals located in Nairobi. The qualitative analysis was done using content analysis. It involved observation and detailed description of objects, items or things that were considered as entry strategies used by Mater Group of Hospitals. The study found that Mater Hospital management instill a supportive culture and policies to ensure that they are among the top-performing hospitals by striking degree of motivation and commitment in ensuring high-quality care and fulfilling their mission in that are not just going through the motions or conducting health care activities because they are under outside pressure to do so. The study found that Mater Hospital ensured quality in two ways by technical outcome and functional outcome. In technical outcome the respondents indicated that they use stable and user-friendly equipment which ensure high quality services while on functional outcome interviews stressed that they make sure they offer just-in-time after sales service, training and education. Mater hospital ensures this by providing quality service in service delivery. The study also concludes that Mater Hospital is faced with a number of challenges while implementing this strategies which include government policies, technological challenges as well as shortage of experienced staff. As can be seen from the findings, the choice of entry strategy facing a Mater Hospital in emerging markets varies significantly between different locations. Following specific set strategies often engenders difficulties, and the need for adapting in individual markets remains of high significance to achieve success for any health service provider. The study finally recommends that Mater Hospital should generally follows a multi-tiered strategy on the three markets, which means they should seek to be present in all the segments on the health sector.