Effect Of Competitive Strategies On Organizational Performance Of Retail Businesses In Kenya: A Case Of Carrefour Kenya.
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Date
2023-10
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School of Business and Economics, Daystar University
Abstract
Kenya’s Vision 2030 highlights the important role of the retail sector in providing consumer goods to citizens and supporting other aspects of the economy. The objectives were to evaluate the competitive strategies, measure organizational performance and to determine the effect of competitive strategies on organizational performance at Carrefour Kenya. Carrefour is the current best performing retail store in Kenya. The study’s underpinning theories were; Michael Porter’s Theory of Competitive Advantage, Theory of the Firm and Resource-Based View Theory. The study was restricted to 12 stores in Nairobi, which is 75% of the total Kenyan stores. The target population was 12 general managers, 71 line managers and 73 supervisors and a subset of 112 respondents of the total population was the sample size. The study used descriptive research design, questionnaires for data collection. Inferential statistics was used to analyze the data and a model to test the relationship between the independent and dependent variable. Cronbach's alpha was employed to evaluate the internal consistency and reliability of the questionnaire. The model tested the strength and direction of the relationship between competitive strategies and organizational performance at Carrefour Kenya at 5% level of significance and results were presented through a combination of pie charts and tables. The study used Statistical Package for Social Science Version 27 for data analysis and pretest was conducted in Naivas Supermarket. The study concluded that Carrefour Kenya's adoption of competitive strategies; cost leadership, differentiation, and focus, significantly impacts its organizational performance. The study recommended that Carrefour Kenya should prioritize streamline its supply chain to maintain competitive pricing, enhance communication of its unique value proposition and focusing on specific market segments.
Description
Masters Thesis
Keywords
Organizational Performance, Competitive Strategies, Retail Businesses, Kenya, Carrefour Kenya, Kenya
Citation
Kinyanjui, W., (2023, Thesis). Effect Of Competitive Strategies On Organizational Performance Of Retail Businesses In Kenya: A Case Of Carrefour Kenya. School of Business and Economics, Daystar University