Abstract
Purpose: The main purpose of this study was on the influence of international market entry strategies on the performance of manufacturing multinationals in Kenya. Methodology: The research design used in this study was descriptive research design. There are 213 Multinational Corporations in Kenya. Out of the 213 Multinational Corporations, 108 firms are in the manufacturing sector and are located in Nairobi. The population of the study was 108 firms. The sampling frame was retrieved from Mars Group Kenya. It is for this reason that the study considered 50% of the population. This yielded 54 firms. The study used a questionnaire as the preferred data collection tool. Descriptive statistics included frequencies and measures of central tendency mainly means and frequencies. Inferential statistics included regression modeling, t-test and Analysis of Variance (ANOVA).Results: Results indicated that manufacturing multinationals used various international market strategies to venture into business. These strategies include licensing; further indicated that the firms used these market strategy entries to a large extent. Regression results indicated that market entry strategies had an influence on performance of the firm (ROA)Unique contribution to theory, practice and policy: The study recommends that the management to evaluate the factors to consider when choosing an entry strategy thoroughly so as to make sure they know the market very well and that the management to evaluate the factors influencing the choice of market entry modes. This is to ensure that they choose the best mode.
Highlights
Background of the StudyThe strides made by African economies in achieving economic growth must be accompanied by efforts to boost long-term competitiveness if the continent is to ensure sustainable improvements in living standards
Table 4.1shows that 82.6% of the respondents agreed that their organization used licensing mode of international marketing strategy to venture into multinationals, 73.9% agreed that their organization used wholly owned subsidiaries mode of international marketing strategy to venture into multinationals and 80.4% agreed that their organization used exporting mode of international marketing strategy to venture into multinationals
The findings imply that the manufacturing firms in Kenya use several market entry strategies
Summary
Background of the StudyThe strides made by African economies in achieving economic growth must be accompanied by efforts to boost long-term competitiveness if the continent is to ensure sustainable improvements in living standards. Regional integration is a key vehicle for helping Africa to raise competitiveness, diversify its economic base and create enough jobs for its young, fasturbanizing population (Africa Competitiveness Report, 2013). To this end, the Kenyan Government and other East African governments have been at the forefront of enhancing integration through the East Africa Community. The East African Community (EAC) reemerged in 2000 after the ratification of the EAC treaty signed earlier in 1999 by member states of Kenya Uganda and Tanzania. It is commonly believed that the East African community will facilitate the entry of manufacturing and nonmanufacturing enterprises in the partner states
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