Abstract: The study main objective was to establish relationship between diversification strategies and competitiveness of sport betting companies in Kenya. The target population will be all the betting companies in the betting industry. The specific objectives of the study were; to determine the relationship between concentric diversification and competitiveness of sport betting companies in Kenya; to establish the relationship between horizontal diversification and competitiveness of sport betting companies in Kenya; to assess the relationship between conglomerate diversification and competitiveness of sport betting companies in Kenya; the finding of the research where that’s majority of firm have the necessary skills to introduce new products, cut down cost of operation and create customer loyalty by lowering the products and last and not the least increase efficiency in their delivery by use of technology. Technology leverage will increase their profit margin however it was not clear whether new products influence earning and customer attention towards the products. The study recommended that due to changes that are taking place in customers taste and preference, betting firms should continue to differentiate their products, create brand loyalty for new products through this they will be able enhance customer’s perception about their products, increase their profit and create value for customers. Customers will also be able to recommend other customers to their betting firms of their choice, also they don’t need to not only focus on being a lowest cost management compared to their competitors but also have in mind the fact that their customers not only value low prices products but are concerned is the quality of products offered in terms of betting outcome. For further studies, it is recommended that a similar study should be done to reveal other like strategic management angle that’s strategic response, corporate strategy, Leadership strategy and corporate social responsibility strategy all on competitiveness on betting firms in Kenya.
Keywords: Relationship, Diversification and Competitiveness.
Title: Relationship between Diversification Strategies and Competitiveness of Sport Betting Companies in Kenya
Author: AMESA SHEILA ASAGI, DR KEPHA OMBUI, PROF MIKE IRAVO
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Research Publish Journals
