Thesis:

Analysis of generic marketing strategies on market growth of health insurance service providers in Kilifi county Kenya

Marketing serves as a fundamental function within organizations, encompassing processes aimed at creating, conveying, and delivering value to customers while nurturing beneficial relationships. In strategic management literature, generic strategies are prominently recognized for their role in enhancing market share and mitigating competitive pressures. However, gaps persist in understanding how these strategies specifically influence the growth of health insurance service providers in Kenya. This study aims to explore the influence of generic marketing strategies on the market expansion of health insurance providers in Kenya, The Specific objectives of this study shall be| To assess the influence of cost leadership strategy on market growth of health insurance service providers in Kenya; to find out the influence of differentiation strategy on market growth of health insurance service providers in Kenya|; to determine the influence of focus strategy on market growth of health insurance service providers in Kenya; to establish the influence of market positioning strategy on market growth of health insurance service providers in Kenya. Drawing upon theories such as Michael Porter’s Competitive Forces, Resource Based View Theory, and Game Theory, the research was conducted in Kilifi County, Kenya, targeting health insurance service providers in Kilifi county, branch manager and sales and marketing managers were the target group from 34 health insurance companies where census was utilized. Employing a descriptive research design, data was collected through questionnaires and analyzed using descriptive statistics and multiple regression analysis. While the study is anticipated to contribute significantly to the literature on generic marketing strategies and the health insurance sector, it acknowledges limitations in establishing causal relationships between variables. Nevertheless, the insights gained are poised to inform the development of more effective marketing strategies for health insurance service providers. This study examined the impact of generic marketing strategies—cost leadership, differentiation, focus, and market positioning—on the market growth of health insurance providers in Kilifi County, Kenya. Data from 64 respondents, including branch and marketing managers, were analyzed using descriptive and inferential statistics. Findings indicated that cost leadership, specifically through capacity utilization (mean = 3.55) and wastage reduction (mean = 3.50), significantly boosted market growth. Differentiation strategies, such as continuous service improvement (mean = 3.47) and brand uniqueness (mean = 3.30), also played a crucial role. Focus strategies targeting specific needs (mean = 3.17) and new product development (mean = 3.17) were effective, while market positioning strategies like cost reduction for clients (mean = 3.63) and personalized attention (mean = 3.30) enhanced customer loyalty. The study concluded that a combined approach leveraging these strategies could significantly improve competitive positioning and growth. Health insurers are advised to prioritize operational efficiency, service differentiation, and customer-specific focus to drive market expansion. It is recommended that policymakers support these initiatives with regulations that foster cost efficiency and innovation, especially in underinsured areas like Kilifi. Future research should consider the long-term impacts of these strategies on market sustainability.