The Influence of Competitive Advantage Strategies on Performance of International Fast Food Franchises in Nairobi, Kenya
Abstract
The objective of the study was to determine the influence of competitive advantage
strategies on performance of International fast food franchises in Nairobi Kenya.
Specifically the study sought to establish the influence of cost, differentiation and
focus strategies of international fast food franchises in Nairobi, Kenya. This research
utilized a descriptive cross-sectional research design and out of the seventeen
questionnaires administered to the respondents, all 17 were dully filled representing a
response rate of 100%. Data collected was analysed using descriptive and inferential
analysis. The study established that there is a significant relationship between the
competitive advantage strategies and performance, with cost strategy, having greater
contribution on performance followed by differentiation strategy and focus strategy
respectively. The findings indicated that, International fast food franchises in Kenya
have considered cost strategy as a significant factor in the influence of performance,
hence considerations are given to lower said factors to improve on performance. It is
recommended that organisations strive to be cost leaders in the market, by adopting
cost cutting measures and improving on the quality of products and services they
provide, thus increasing in profits and overall customer satisfaction, as well as
focusing on innovative ways to entice customer‟s whist, focusing on specific means
of keeping them interested. Continuous study is required in this field as, it was noted
that the competitive strategies only affected 32.9% of the variables affecting
performance; hence there are other areas of study to be involved that would also look
into other sectors.
Publisher
University of Nairobi
Rights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
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