Market penetration strategies used by internet service providers in Kenya

Abstract

The main purpose of this study was to analyze market penetration strategies used by internet service providers in Kenya particularly focusing on market penetration strategies used by Internet Service Providers and the challenges encountered when implementing the various market penetration strategies. The study adopted a case study design. The case study design was chosen since the research is specific to an organization (Wananchi Group) whereby 5 respondents were targeted. Primary data was collected using interview guide and was analyzed using content analysis. The study found that Wananchi Group used market penetration strategies which involved the same services internet service providers being pushed into the same largest consumer group of Kenyans. Thus the findings of the study recommended that there is need for Wananchi Group to adopt better and different promotional strategies which have would have significant impact on customer purchase rate and it would also act as a good mechanism for market penetration, there was also a need to embrace technology in the company’s processes so as to improve efficiency in service delivery of the services by the company. This would probably enhance the company to diversify more and partner with more companies in either related or unrelated businesses and also that Government regulation should not be restrictive but should instead be geared towards providing an enabling environment for the industry to thrive while at the same time protecting the consumers. The findings of the study may not be generalizable to other Internet Service Providers in Kenya due to differences in social, political and economic environments in different countries. Different Internet Service Providers also have different approaches to market penetration strategies and leadership styles which influences Internet Service Providers. Therefore, the findings of the study may be limited to Wananchi Group and Internet other Service Providers which have similar structure of governance and operate in a similar social political and economic environment. Therefore similar studies need to be conducted in other internet service providers in order to assess whether the study could yield similar findings regarding market penetration strategies.The study recommends that Government regulation should not be restrictive but should instead be geared towards providing an enabling environment for the industry to thrive while at the same time protecting the consumers