Licensing Strategy and Competitive Advantage in the Vehicle Tracking Industry: the Case of Car Track Kenya Limited

Abstract

This data was collected during the month of July 2006. The objective of the study sought to detem1ine the Competitive Advantages gained by Car Track Kenya Limited in its Licensing trategy. The design used was a case study of Car Track Kenya Limited. Both primary and secondary data was collected from the target respondents consisting of Managers drawn from Car Track Kenya Limited. Open - ended questionnaire was used to collect data. eliciting a response rate of 92%. Content analysis was done in drawing conclusions. The finding of the analysis revealed Car Track Kenya Limited has indeed gained Competitive Advantages from its Licensing Strategy. Research and Development expenses are incurred by the Licensor; the Licensor supports marketi ng and technical efforts of the company and has given the company exclusivity in installing and operating the system ~ithin East Africa region. On policy and Practice the results have the following implications; the Insurance Companies need to consider the service as mandatory for high premium vehicles, the government to consider revising taxes downwards to make the product affordable to majority of motoring publics and provide enabling environment for Licensing arrangements between local and international corporations to thrive.