The Role of Competitive Strategies in The Performance of Firms in The Information Communication Technology Industry in Kenya: A Case Study of Kenyaweb.Com Limited
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Date
2014-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Daystar University, School of Business and Economics
Abstract
The ICT industry has contunued to grow both in Kenya and in the world in the past 5 years, evidenced by ICT providers and customers, increased uptake of internet/data and mobile broadband. This trend has increased competition and reduced market share for each ICT firm, creating a need for appropriate competitive strategies for survival. The purpose of this study was to study the competitive strategies adopted by Kenyaweb. Its objectives were to identify the competitive strategies adopted by Kenyaweb for competitive advantage, determine the role played by these strategies on Kenyaweb’s performance and determine whether these strategies sustained Kenyaweb’s competitive advantage over its competitors. A descriptive research design was used, with a target population of 82 employees who had been at Kenyaweb for a period exceeding one year. Stratified random sampling technique was used to select a sample size of 50 respondents and questionnaires and interviews were used in data collection. The study revealed that Kenyaweb had adopted various competitive strategies, but performance was not at optimal. Further, the competitive strategies had played a role in mitigating the challenges faced by Kenyaweb and also improving performance as measured by various performance indicators like lowering costs, attaining high profits, production of quality products and services, growth of customers and market and sustaining the firm. The study concluded that the competititve strategies adopted played a major role in performance and sustainability of a firm, but these strategies need to complement each other as not one strategy was sufficient to improve performance and sustainability. The study recommended that the firm should have a specific team within it responsible for continuous monitoring and assessing the market trends and advise the company on such trends, so that the company can keep up with the changing market trends
Description
MASTER OF BUSINESS ADMINISTRATION in Strategic Management
Keywords
ICT industry, increased competition, reduced market share
Citation
Kithenya, M. (2014). The Role of Competitive Strategies in The Performance of Firms in The Information Communication Technology Industry in Kenya: A Case Study of Kenyaweb.Com Limited. Daystar University, School of Business and Economics