IMPACT OF PRODUCT LINE DIVERSIFICATION ON MULTINATIONAL ORGANISATIONS WITH REFERENCE A CASE STUDY OF TRADE KINGS ZAMBIA

Abstract

Diversification to a business that operates in many nations puts it out in a safe place because when it comes to the economy of the different nations, because if one product fails they can rely on the other products that they offer and if they fail in one country they are not likely to fail in all the countries that purchase their goods hence the result of diversification is that they will not suffer a loss even if they didn’t not manage to be successful, The importance of this study is to show the importance and effectiveness of product line diversification to a multinational company. How vital it is for such a company to deal in many products just as many states. also not many studies have been conducted in Zambia scenario at this same title, That’s why the researcher selected this topic for the research to test what extend product line diversification has supported the growth of multinational companies economy for this study the researcher used descriptive as well as analytical study as research methodology purpose and then The Sample selected that consisted of 60 individuals and is divided as follows to 12 employees, 36 customers, 9 suppliers and 3 wholesalers by using simple random sampling method by administering structured questionnaire. The collected data were analysed through using SPSS Package, MS office the finfings and recommendation of this study would be benefit for the Companies, MNC who wish to diversify their product line and to assess the impact of diversification on multinational companies and the findings in most of these studies have been that the impact is positive as well as negative.