Abstract: The main objective of this study was to establish the influence of geographical expansion strategy on the growth of East African Breweries Limited in Kenya. The study adopted a descriptive research design. The target respondents were 225 comprising of 4 managers and 221 employees. Stratified sampling was used whereby the population was grouped into four strata (Sales Department, Production Department, Marketing Department and Quality Assurance Department). A census of 4 managers was done and 140 employees were selected through simple random sampling to form a sample size of 144 respondents. Questionnaires and interviews were used as data collection instruments. The study established that geographical expansion strategy had a positive and significant effect on the growth of EABL. The study concluded that EABL recruit companies that help in advertising new segment of clients via geographical growth method. The study recommends that EABL need to bear in mind home market electricity through via strengthening their role within the domestic target marketplace. The company needs to understand their enterprise’ strengths and what makes it a success within the domestic market before going for a geographical enlargement method.
Keywords: Strategy, Geographical Expansion, Growth, Market Development.
Title: Influence of Geographical Expansion Strategy on the Growth of East African Breweries Limited in Nairobi County, Kenya
Author: Anthony Kingstone King’orhi Njari, Stephen M. A. Muathe
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Research Publish Journals
