Abstract

Poultry production stands out amongst the major livestock due to the several merits it holds. First, poultry products are generally widely acceptable as it is free of the religious and social taboos occasionally associated with other livestock. The general objective assessed the effects of strategic management practices on growth of poultry of layers production. The specific objectives were to determine the effect of goals setting on growth of poultry layers production enterprises. This study was supported by Strategic Fit Theory. The study adopted descriptive research design. Correlation research design was also adopted. The study employed stratified random sampling design. The study employed target population of 104 farmers. A sample size of 92 respondents was employed. Closed ended questionnaire were used to collect primary data. The study used face validity in testing validity with the help of supervisors and research experts or poultry farming expertise. The pilot study was conducted in Nyaribari masaba Sub County using 10% of the sampled respondents. The research used cronbach alpha coefficients to test reliability of research instrument. The study used descriptive statistics included mean, percentages and standard deviations. The study also used inferential statistics used correlation and regression analysis done to establish relationships. Analyzed data was presented in figures and tables. The study found out that goal setting had a weak, insignificant and negative relationship with growth of poultry layers production enterprises in Nyaribari Chache Sub-County r=-.043, p=.698>0.1. Thus, goal setting led an insignificant reduction in growth of poultry layers production enterprises in Nyaribari Chache Sub-County. The study recommended that poultry layers farmers should hire experts who can set goals; formulate smart and easily achievable objectives for them. Further, poultry layers farmers should invest more in product processing to ensure that the products they sell are of high quality, right quantity and proper packaging. Finally they should increase benchmarking as it would affect poultry layers production growth positively and significantly. The study concluded that Critical benchmarking is effective in making quality improvements. This would ensure that the products they sell are of high quality, right quantity and proper packaging enhanced growth.