Growth Strategies and Sales Performance of Private Security Companies: The Case of WS Insight Limited

  • Stella Wangari Kagwi Catholic University of Eastern Africa
  • Paul Mathenge Catholic University of Eastern Africa
  • Susan Wasike Catholic University of Eastern Africa


The purpose of this study was to examine the impact of growth strategies on sales performance of private security companies, namely WS Insight Limited. The specific objective of the study was to find out how market penetration strategy implementation affects the sales success at WS Insight Limited. The resource-based theory, core competency theory, goal attainment theory and contingency theory were used to guide the research. Descriptive survey design was adopted. The target group included 71 management workers from the executive, senior, middle and junior management levels who were in charge of strategy execution. The study discovered that majority of respondents agreed that in the last eight years, WS Insight Limited had boosted its advertising and marketing activities to raise brand awareness and had used new distribution channels to grow market sales. Between 2013 and 2020, there was the implementation of tactics such as price discounts and fair pricing, as well as the formation of strategic alliances, as evidenced by a composite mean of 3.98 and standard deviation of 0.851. The study also discovered that the current economic climate and political considerations influence strategic decision-making. The study concluded there is a link between growth strategies and sales performance, with market penetration strategy execution being the most important independent variable. The study recommended that the company should increase its advertising and marketing operations in order to expand into new markets. It is also suggested that management should encourage the best use of distribution networks and price discounting tactics, as this would help the company penetrate the market and increase sales.

Keywords: Growth Strategies, Market Penetration Strategy Implementation, Sales Performance, WS Insight Limited, Kenya

Author Biographies

Stella Wangari Kagwi, Catholic University of Eastern Africa

Post Graduate Student, Catholic University of Eastern Africa

Paul Mathenge , Catholic University of Eastern Africa

Lecturer, Catholic University of Eastern Africa

Susan Wasike, Catholic University of Eastern Africa

Lecturer, Catholic University of Eastern Africa


Andrews, K. R. (1971). The Concept of Corporate Strategy. United States of America: Dow Jones-Irwin, Inc.

Ansoff, H. I. (1957). Strategies for diversification. Harvard Business Review, 4, (2), 113-124.

Ansoff, I. (1965). Competitive Strategy: Analytical Approach to Business Policy for Growth and Expansion. New York: McGraw-Hill.

Arkolakis, C. (2008). Market Penetration Costs and the New Consumers Margin in International Trade (No. w14214). National Bureau of Economic Research, (I), 15-32.

Barnat, R. (2005). The Nature of Strategy Implementation. Retrieved from http://www.strategyimplementation.

Bodnar, J. (2012). The Private Security Industry. Parliamentary liaison office, briefing paper 313, Pp. 1-5

Cooper, D. R. & Schindler, P. S. (2008). Business Research Methods - 10th Ed., McGraw – Hill Companies Inc., New York, USA.

Coulter, M. K. (2013). Strategic Management in Action – 6th ed., Pearson Education Inc., New Jersey, USA.

Day, G. S. (2004). The capabilities of market-driven organizations. The Journal of Marketing, 1(3), 37-52.

Eisenhardt, K. M. &Schoonhoven, C. B. (2010). Organizational Growth: Linking Founding Team, Strategy, Environment, and Growth Among US Semiconductor Ventures. 1978-1988. Administrative Science Quarterly. 3(4), 504-529.

Foster, J. & Browne, M. (2006). Principles of Strategic Management, London, Macmillan Publishers Ltd

Freedman, L. (2013). Strategy: A History. New York, NY: Oxford University Press.

Goddard, S. C. 2001. The Private Military Company: A Legitimate International Entity Within Modern Conflict. Fort Leavenworth (Kansas): U.S. Army Command and General Staff College.

Ittner, C. D. & Larcker, D. F. (2011). Quality Strategy, Strategic Control Systems, and Organizational Performance. Accounting, Organizations and Society, 22(3), 293-314.

Kang, W., and Montoya, M. (2013). The Impact of Product Portfolio Strategy on Financial Performance: The Roles of Product Development and Market Entry Decisions. Journal of Product Innovation Management. 31(3) 516-534.

Kotler, P., and Kotler, M. (2013). Market your way to growth: 8 ways to win. Hobokon, NJ: John Wiley & Sons.

Luvusi, J. & Murigi, E. (2019). Influence of Market Penetration Strategy on the Performance of Telkom Kenya Limited in Nairobi City County. International Journal of Research and Innovation in Social Sciences, 3(12), 175-178

March, J. G., & Sutton, R. I. (1997). Organizational Performance as a Dependent Variable. Organization Science.

Mckeown, M. (2011). The Strategy Book: How to think and act strategically for outstanding results. 2nd Edition, FT Publishing, New York.

Muola, C. (2017). The Effects of Marketing Strategies on Sales Performance of Small and Medium Enterprises in Kenya. Unpublished MBA Thesis.

Mkutu, K. A. & Sabala, K. (2007). Private Security Companies in Kenya and Dilemmas for Security', Journal of Contemporary African Studies, Vol 25:3, Pp 391-416.

Mpoke S. & Njeru A. (2015). Effect of strategic management processes on the organizational performance of selected government research institutions in Kenya. African Journal of Health Sciences, 28 (1),6-11.

Molnar, J.H. & Rogers, D.C. (1976). Organizational Effectiveness: An Empirical Comparison of the Goal and System Resource Approaches. Sociological Quarterly, 17 401-13.

Muchele, N., and Kombo, H. (2019). Effect of Growth Strategies on the Performance of Food Manufacturing Firms in Nairobi County. Kenya. European Journal of Business and Management.1115), 43-50

Muriithi, R. & Waithaka, P. (2020). Market Penetration Strategy and Performance of Agrochemical Companies in Nakuru County, Kenya. Journal of Strategic Management, 4(4), 23-33

Mwangi, D. (2019). Effects of Growth Strategies on Organizational Performance in Five Star Hotels in Nairobi. MBA Research Project, Chandaria School of Business, United States International University-Africa

Mwania, W. (2017). The relationship between growth strategies and performance of commercial banks in Kenya. MBA Research Project. School of Business, University of Nairobi.

Njuguna, J. I. (2008). Competitive Advantage and Firm Performance: An Empirical Study of Kenyan Small and Medium Sized Enterprises. Unpublished, PhD Thesis, JKUAT.

Oteri, M. (2015). Mobile Subscription, Penetration and Coverage Trends in Kenya’s Telecommunication Sector. International Journal of Advanced Research in Artificial Intelligence, 6 (1), 1-24

Price, J.L., (1968). Organisational effectiveness, Richard D. Irwin, Inc

Rono, J. (2015). Effect of Growth Strategies on the Competitiveness of Firms in Kenyan Cement Industry, 2(2), 32- 39.

Sande, N (2019). Influence of Growth Strategies on Performance of Public Universities in Kenya. MBA Research Project. Strathmore Business School, Strathmore University.

Schwenker, B. &Spremann, K. (2009). Management between Strategy and Finance: The Four Seasons of Business. Heidelberg, Germany: Springer – Verlag.

Sorooshian, S., Norzima, Z., Yusuf, I &Rosnah, Y., (2010) Effect Analysis on Strategy Implementation Drivers. World Applied Sciences Journal 11 (10): 1255-1261, ISSN 1818-4952 IDOSI Publications

Thompson, A.A., Strickland, A.J., & Gamble J. E., (2010). Crafting and executing strategy: The quest for competitive advantage: concepts and cases (17th ed.). New York: McGraw-Hill/Irwin.

Wanjiru, A. K. (2019). Impact of Growth Strategies on Financial Performance of Telecommunication Companies: A case of Safaricom PLC. Unpublished MBA Thesis: United States International University, Nairobi, Kenya
How to Cite
Kagwi, S. W., Mathenge , P., & Wasike, S. (2022). Growth Strategies and Sales Performance of Private Security Companies: The Case of WS Insight Limited. Journal of Strategic Management, 6(4), 83 - 96.