Push And Pull Factors Case Study

Push n Pull factors

In general, the factors contributing to the development of entrepreneurship can be broadly divided into ‘pull’ and ‘push’ elements. Pull factors include all those reasons that emphasize entrepreneurship as positive and desirable alternative that pull the entrepreneurs to their choice. The pull or ambitious factors motivate the entrepreneurs to initiate the ventures (Islam, 2012). As for SK, we note that the pull factors were lack of alternative media in the Kenyan industry that was not necessarily pro-government to pass on political information messages to the people in the rural areas. Another pull factor was the lack of vernacular television stations to serve the rural areas. While television was available all over Kenya,
It is very difficult to draw a dividing line between entrepreneurs’ ambitions and compulsions (Islam, 2012). As for SK, the compelling need was to have a media house that would air content that is representative of all spheres of Kenyans, either in politics or social aspect. There was also need to find an avenue or provide a media platform for opposition politicians to advertise their campaigns for multipartism. Skewed reporting of news during the electioneering period meant that those who were not very literate would continue to support a government that was intolerant to opposition criticism and SK identified this gap and hence the push factor for launching his own media business. One can also not rule out personal ambition and creativity considering his previous failed ventures. Self-realization and an ambition to improve the quality of people’s lives while raising economic returns made him start a tissue making company and it is this similar traits that drove him to start Royal Media Services
With the background knowledge that a big chunk of the Kenyan consumers of media does not fluently converse in English or Swahili, RMS devised ways to reach this group of people through vernacular media unlike other stations in the media industry in Kenya. What was new and different with RMS was Radio Citizen, one of its flagships, was among the very first FM stations that offered an alternative to state media in the late 90s. The station’s daily programming was fashioned to meet the taste of its audience that varied from the youth, adults, students, farmers, partygoers to up-market urban people. From the Citizen Digital website, we find Inooro FM broadcasts in Kikuyu language and enjoys a big audience among its target listeners. The station will be celebrating its 15 years of entertaining and informing its people in 2018. Also, news in Nyanza region not passed through Ramogi FM, the Luo speakers of Kenya will not be sure an event took place. Operates under the tagline ‘A radio that listens to its people is the radio of the people and Ramogi is that radio of its people!’ Muuga FM captures all the imagination of the Ameru community as it tackles the real issues in the area. Wimwaro FM cuts its niche around the Embu