Competitive Strategies and Organization Performance of the Fred Hollows Foundation, Kenya

Abstract

In the contemporary competitive landscape and the change in business environment, organizations are working to adapt to the change in this environment by selectively using adaptation methods. Many organizations are developing strategies to help them stay active in the business environment, but their success remains unknown. This study sought to determine the effect of competitive strategies and government regulations on organization performance of The Fred Hollows Foundation, Kenya. The specific objectives were to determine the effect of differentiation strategy on organization performance of The Fred Hollows Foundation, to determine the effect of cost leadership strategy on organization performance of The Fred Hollows Foundation, to examine the effect of focus strategy on organization performance of The Fred Hollows Foundation and to determine the moderating effect of government regulation on the relationship between competitive strategies and organization performance of The Fred Hollows Foundation. The study was anchored on porter’s competitive business strategy typology, system theory and resource- based view (rbv) and social contract theory. This study adopted the descriptive research design and employ quantitative data to answer the research questions. The target population of the study consisted of 32 employees working into and middle management level at The Fred Hollows Foundation. The study employed census approach to include all the target population in the study. to ensure validity, the three type of validity; face validity, content validity, and construct validity were used. The pre-test was done at Sightlose Kenya. The reliability of the questionnaire was assessed using Cronbach's alpha coefficient a threshold of 0.70. Primary data was collected through structured self-administered questionnaires using Google forms. Data collected was analysed using means, and standard deviations. Inferential statistics such a Pearson correlation and regression analysis was utilized to identify the relationships between variables, competitive strategies and the organization performance. Moderating variable was measured by creating an interaction term and using multiple regression analysis. Data obtained for this study was analysed using SPSS version 30 and disseminated using charts and tables. The study shed light on competitive strategies and organization performance that could help the organization leadership in their management. The study also found that The Fred Hollows Foundation had adopted differentiation strategy, cost leadership strategy and focus strategy and these competitive strategies had a significant statistical influence on the organization performance. This study recommends that, for the organization to enhance full potential differentiation strategy, the organization should focus on creating unique value by strengthening product features, building a strong brand reputation, and enhancing customer service.