Competitive Strategies Adopted by Commercial Bank of Africa Ltd and Its Industry Positioning in the Kenya Banking Sector

Abstract

This study was on competitive strategies adopted by Commercial Bank of Africa and its industry positioning in the Kenyan banking sector. The study sought to establish competitive strategies adopted by the Commercial Bank of Africa. Second objective was to establish Commercial bank of Africa Industry Positioning and determine whether the competitive strategies adopted are helping Commercial bank of Africa in the industry positioning. Theoretical framework involved literature review of various studies and relevant theories to this study. Case study was used as a research design with Interview guide being used to collect primary data. Secondary sources from journals, books and other publications were also collected. Content analysis was preferred in analyzing the data collected from the respondents. The study found out that Commercial Bank of Africa has adopted various strategies such as product differentiation strategy, focus strategy and strategic alliance that has helped it position itself within the top tier 1 banks in Kenya. This position has enabled Commercial bank of Africa to grow its client base due to increased customer loyalty. Based on the findings, the study has made recommendations to the policy makers and management team to will ensure enhanced client relationship management, increased customer satisfaction and growth in revenue and client base..