RESPONSE STRATEGIES TO CHALLENGES FACED BY THE HORTICULTURAL FIRMS IN NAIROBI COUNTY OF KENYA

Abstract

The horticultural sector has an immense contribution to the economic development of many countries including Kenya. However, the sector faces numerous challenges that hinder its full contribution to most economies especially in the developing countries. This study was carried out to determine the response strategies that the horticultre firms in Nairobi County, Kenya can put in place to counter the many challenges it faces. The study made use of primary data, collected from the management and staff of thirty six horticultural fims in the County.The data was analysed using frequencies and measures of central tendcency such as mean, mode and standard deviation. The study is of critical importance to horticulural firms in Kenya and other countries. It is also of great importance since it helps in establishing important strategies that can help in improving perfomance among the firms. The study established that horticultural firms can use several strategies in their operations which can help in eliminating the challenges they face and improve their performance in the sector. The key strategies include : Turn around strategies- an all-round strategy dealing with competition, product diversification, new market penetration, e-marketing of the company’s products, investing in packaging and product differentiation, target market, out-sourcing of services, differentiating strategies, refocusing the business and enlarged branch network worldwide. It is recommended that the management should device appropriate ways of putting in place strategies that are underutilized in order to deal with the challenges they face for a maximum profitability of the firms.