Product-Market Growth Strategies and the Performance of Retail Supermarkets in Nairobi City County, Kenya
Jane N. Wanjohi, Jane W. Gathenya, John M. Kihoro

Abstract
The purpose of this study was to establish the influence of Product – Market Growth (PMG) strategies on the performance of retail supermarkets in Nairobi City County. Guided by the philosophy of logical positivism, descriptive design involving quantitative and qualitative approaches was used. The sampling frame for the study was made of 143 out of the possible 227 supermarkets in Nairobi City County (Retail Trade Association of Kenya, 2018). The study found that product-market growth strategy has a significant influence on the performance of retail supermarket in Nairobi City County, Kenya. Product diversification had the highest impact on performance, followed by collaborative networks strategy and finally, market penetration. The study recommends the use of collaborative networks, product diversification, as well as market penetration strategies. It further points out the need to strengthen this study by undertaking a more elastic longitudinal study.

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