Challenges faced by Nation Media Group in entering East African Common Market

Author: Cherotich, Josephine

Awarding University: University of Nairobi, Kenya

Level : MBA

Year: 2012

Holding Libraries: University of Nairobi Jomo Kenyatta Memorial Library ;

Subject Terms: Nation Media Group ; East African Common Market ; Common markets ; Management ;

Pages: 42

Advisors: John Yabs


This study investigated the challenges faced by Nation Media Group in entering East Africa Common Market. The objective of the study was to determine how the NMG enters into the common East Africa market and also establish the difficulties faced by new entrants on the market. To achieve the objective, a content analysis of major documents at the NMG concerning FDI and expansion was conducted. Interviews from key staff at NMG that are centrally placed in expansion strategy processes were carried out to get an in-depth view of the challenges that NMG and new entrants face. The study will have useful insight to the corporate world in Kenya and may have generated new information that can be used for expansion strategy. The research also advanced the work of previous scholars and academicians. Based on the research findings the study concluded that indeed challenges exist facing expansion strategists. The study anticipated and encountered limitations in terms of literature material, funds and lack of cooperation from respondents but this was dealt with through extra reading, team discussions and input from colleagues at NMG to make a final report a success. From the policy perspective the study implied that the NMG should approach the government whenever the expansion strategic plan is put in place for implementation so that the country diplomatic ties are used as a pathway to ease expansion. The study also recommended that, the government should in practice try to involve the private sector in formulating strategic plans in which both parties could present shortcomings and challenges faced in implementing the strategic plans in particular the expansion into regional markets.