Strategic Planning and Performance of the Airline Industry in Kenya
DOI:
https://doi.org/10.47941/jbsm.3680Keywords:
Strategic Planning, Strategic Direction, Goal Setting, Airline IndustryAbstract
Purpose: The general objective of this study is to investigate the effect of strategic planning on performance of the airline industry in Kenya. Specifically, the study sought to establish the effect of strategic direction on performance of the airline industry in Kenya and to establish the effect of goal setting on performance of the airline industry in Kenya.
Methodology: This study used descriptive research design. This study focused on airline industry in Kenya. The unit of analysis was 8 airline companies in Kenya while the unit of observation was 192 respondents comprising of middle level managers and functional managers working with the 8 airline companies in Kenya. Since the target population was manageable, this study used census method. Therefore all the 192 respondents participated in the study. This study used a questionnaire to collect primary data. Descriptive statistics such as frequency distribution, mean, standard deviation, and percentages were used. Inferential data analysis was conducted by use of Pearson correlation coefficient, and multiple regression analysis. The relationship between the study variables was tested using multivariate regression models. The study results were presented through use of tables and figures.
Findings: The study concludes that strategic direction has a positive and significant effect on performance of the airline industry in Kenya. The study also concludes that goal setting has a positive and significant effect on performance of the airline industry in Kenya.
Unique Contribution to Theory, Policy and Practice: The study contributes to theory by strengthening strategic management theory by confirming that strategic direction and goal setting are key drivers of performance in service-based industries such as airlines. For practice, it shows that airline managers should enhance strategic clarity, innovation, and structured goal setting to improve competitiveness, efficiency, and customer service delivery. For policy, it recommends that aviation regulators and industry stakeholders support frameworks that promote strategic alignment, digital transformation, and expansion of airline operations to improve sector performance.
Downloads
References
Aldehayyat, J.S & Twaissi, N. (2020). Strategic Planning and Corporate Performance Relationship in Small Business Firms: Evidence from a Middle East Country Context. International Journal of Business and Management, 6(8) 255-263
Anyieni, A.G B.M. (2020). Effect of Strategic Planning on the Performance of Small and Medium Enterprises in Kenya: A Summary Review of the Literature. International Journal of Professional Management, 8(6), 1-10
Bell, J., & Waters, S. (2018). Doing Your Research Project: A Guide for First-Time Researchers (7th ed.). McGraw-Hill Education.
Blumberg, B., Cooper, D. R., & Schindler, P. S. (2020). Business Research Methods (4th ed.). McGraw-Hill Education.
Bryman, A. (2019). Social Research Methods (5th ed.). Oxford University Press.
Chantal, M. (2024). Effect of Strategic Plan on Financial Performance of Commercial Banks in Rwanda. A Case of BPR Bank Rwanda PLC Headquarter. International journal of academic research in business and social sciences, 14(11), 1307-1330
Chuol, M.T, Wanyama, K.W & Chebet, S.S. (2021). Moderating effect of Government Regulations on the relationship between Strategic Planning Practices and Financial Performances of SMES in Juba, South Sudan. Journal of International Business, Innovation and Strategic Management, 5(1), 52-77
Cohen, L., Manion, L., & Morrison, K. (2018). Research Methods in Education (8th ed.). Routledge.
Cooper, D. R., & Schindler, P. S. (2019). Business Research Methods (Twelfth ed.). Boston: Irwin McGraw Hill International.
Creswell, J. W., & Plano Clark, V. L. (2019). Designing and Conducting Mixed Methods Research (3rd ed.). SAGE Publications.
Creswell, R. (2019). Research design: qualitative, quantitative, and mixed methods approaches. USA: Sage Publications.
Cronbach, L. J. (2019). My Current Thoughts on Coefficient Alpha and Successor Procedures. Washington, D: Educational and Psychological Measurement.
Crowther, D. & Lancaster, G. (2018). Research Methods: A Concise Introduction to Research in Management and Business Consultancy. New York: Butterworth-Heinemann.
Fekadu, S. (2023). Effect of strategic planning practice on organizational performance in the case of cooperative bank of Oromia. Retrieved from http://repository.smuc.edu.et/
Gioko, W & Njuguna, R. (2019). Strategic planning practices and performance of private hospitals in Nairobi City County, Kenya. International Academic Journal of Human Resource and Business Administration, 3(8), 1-16
Gitagia, M.M. (2020). Practices and influence of strategic planning on the organizational performance of Kenyatta national hospital. https://erepository.uonbi.ac.ke/bitstream/
Ibrahim, R, Kyando, N & Kiwonde, F. (2023). Strategic Planning Implementation Practices and School Performance: Evidence from Public Secondary Schools in Tanzania. Asian Research Journal of Arts & Social Sciences, 21(1), 19-34
Kolade, A.B, Olanipon, O.O & Olumuyiwa, O.M. (2020). The impact of strategic planning on performance in the university education: a case study of university of Ibadan, Nigeria. European Journal of Education Studies, 5(5), 206-220
Kushnirenko, O & Gakhovych, N. (2023). Strategic planning of the industrial recovery in Ukraine based on sustainable development. Retrieved from https://dspace.nuft.edu.ua/
Lerai, S.E, Rintari, N & Moguche, A. (2023). Influence of Strategic Planning on the Organizational Performance among Commercial-Based Parastatals in Kenya. Journal of Business and Strategic Management, 8(1), 77-81
Lipitakis, A & Phillips, P. (2020). On e-business strategy planning and performance: a comparative study of the UK and Greece. Technology Analysis & Strategic Management, 28(3), 266–289
Makiko, D. (2020). Effectiveness of strategic planning and its effect on organizational performance. A case study of new plan limited, Kampala Uganda. Retrieved from https://irbackend.kiu.ac.ug/server/api/core/bitstreams/
Phillips, P. (2020). Strategic planning and business performance in the quoted UK hotel sector: results of an exploratory study. International Journal Hospitality Management, 15(4), 347 362
Tan, J.C.K. (2020). Leadership and the strategic planning in two government secondary schools in Singapore. Retrieved from https://www.researchgate.net/publication/371521545
Usoh, E.J & Preston, G. (2020). Strategic planning and performance measurement for public universities in Sulawesi, Indonesia; quantitative approach. International Journal of Social Sciences, 3(3), 174-197
Wachira, F.W & Irungu, D.N. (2020). Does strategic planning improve organizational performance? Evidence from Kenyatta national hospital in Kenya. International Journal of Economics, Commerce and Management, 3(6), 1337-1345
Yusuf, W.M, Mukulu, E & Oloko, M. (2020). Influence of Strategic Planning to Firm Performance in Agricultural Research Based Institutions of Kenya. Journal of Management and Sustainability, 8(4), 83-95
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Fridah Mwobobia, Dr Robert Mangana
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY) 4.0 License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
