Strategies Adopted by Telkom Kenya to Gain Competitive Advantage in a Dynamic Business Environment

Abstract

The study sought to determine the strategies adopted by Telkom Kenya to gain competitive advantage in the dynamic telecommunication industry environment. The study targeted senior selected staff of Telkom Kenya Limited, specifically, those involved in formulation and implementation of the company‟s strategies. The data was collected through face-to-face interviews using an interview guide. The collected qualitative data was coded and analysed using Nvivo 11. Content analysis technique was used to analyze the qualitative data collected. Content analysis involved systematic sorting of data according to the research objectives. The resulting content was then grouped into homogeneous themes with clear subtitles for each theme. The interview guide contained specific questions that addressed the research questions. The study concluded that major changes have taken place in the telecommunication industry of Kenya. These changes have been brought about by increased competition, rapid innovations and developments in the mobile market as well as improving international connectivity. The main changes were noted to be regulatory changes, increasing mobile penetration, increasing internet penetration, mobile infrastructure changes, changes in major mobile operators and changes in mobile content and applications. The study also concluded that Telkom Kenya has adopted strategies for competitive advantage such as cost leadership, differentiated products and services, establishing strategic alliances, and market focus strategy. On the effect of the strategies adopted, the study concluded that the strategies adopted have Telkom Kenya have given the firm a competitive edge in regard to provision of internet and voice services. The study recommended that in order to gain market bigger share, Telkom Kenya should strive to roll it out 4G LTE network in other major towns in Kenya.