Diversification Strategy on Organizational Performance. A Case Study of Beverage Company, Coca-Cola Company in Kiambu County, Kenya

Chris Hani Mochoge () and Dr. Dennis Juma (Ph.D) ()

Journal of Business and Strategic Management, 2025, vol. 10, issue 10, 1 - 15

Abstract: Purpose: The study sought to critically examine how different diversification strategies influence key performance indicators, with a specific focus on Coca Cola company in Kiambu county, Kenya. Methodology: Secondary data was to be obtained from print media, journals, books, internet sources and by use of online repositories. Primary data for this study was collected by use of questionnaires. Questionnaires had both open ended and closed ended questions. This study used descriptive research design. The study also purposed to use simple and stratified simple random sampling method in order to come up with the sample size. The population of study consisted of the 1900 Staff members from Coca-Cola company within Kiambu County. The sample size of 180 respondents was selected. Data analysis was achieved through descriptive and inferential statistics using SPSS Version 21 and Excel sheet. Hypothesis testing was done by use of the Chi-square. Findings: The findings of the study were that availability of resources for Diversification, stakeholder engagement, Geographical market reach, and use of appropriate technology and training influenced successful implementation of Diversification. Unique Contribution to Theory Practice and Policy: The study recommended the development of a clear, data-driven framework to guide diversification decisions.

Keywords: Beverage Industry; Corporate Strategy; Diversification Strategy; Organizational Performance (search for similar items in EconPapers)
Date: 2025
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