Competitive Strategies Adopted by Jetlink Express Limited in the Eastern African Region
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Date
2012Author
Ochieng’, Catherine O
Type
ThesisLanguage
enMetadata
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The purpose of this study was to determine the competitive strategies adopted by Jetlink
Express Limited within the Eastern African Region. A case study was employed as the
unit of analysis was one organization. There is no precedent of such a study specific to
the airline and the Region thus presenting a significant gap. Through identifying
departmental representatives interview guides were administered to gather relevant
information to be used for analytical purposes. This enabled the researcher to interpret the
results from the study to analyze the respondents’ views about the competitive strategies
adopted and the related challenges. The study established that Jetlink adopted competitive
strategies that enabled it not only to survive and grow, but to counter the challenges
experienced in the East African airline industry. In conclusion strategic management is
necessary in a bid to survive and grow, it should be continuous with a keen eye on both
internal and external environments looking out for strengths and weaknesses within the
company and threats and opportunities in the external environment. The company
however has been able to deal with those challenges through the strategies it has put in
place which have given it a large market share and has maintained its competitive edge.
Citation
MBA Thesis 2012Publisher
University of Nairobi, School of Business, University of Nairobi
Description
Master Thesis