Competitive Strategies Used by Standard Group in Sustaining Competitive Advantage in the Technology World of Newspaper Industry

Abstract

The purpose of this study was to investigate the competitive strategies used by the standard Group in sustaining competitive advantage. The study adopted a case study research design in which the in-depth analysis of the strategies employed by the organization was investigated to establish how they have influenced the sustainability of its competitive advantage. The study sampled management staff from the departments. Data was collected using face to face interviews with the respondents. The researcher used content analysis to analyse the data. The study established the organization acquired competitive advantage where it has managed to weather the turbulent environment where its competitors are struggling to remain relevant. The organization achieved competitive advantage through differentiation strategy through price and product. The study established that the organization practiced cost leadership where its products were low priced and it practiced cost minimization. This intern enhanced its competitive advantage. Finally, the organization invested in the latest technology which enhanced its efficiency hence the quality of the products and less cost of production which enhanced the organizations competitive advantage. The study recommended that the organization show enhance its product differentiation strategy with the aim of increasing its product range to capture more customers thereby enhancing its competitive advantage. The organization should intensify its cost leadership with the aim of ensuring that the organization remains competitive despite the turbulence in the industry. The study further recommends that the organization needed to invest more technological innovations to enhance the efficiency in its production and to minimize wastages and to improve on the quality of the products with the aim of making the products more appealing to its customers thereby enhancing customer satisfaction with the products. The organization should also device means by which the digital revenue can be harnessed to increase the organizations revenue.