Strategic Responses to External Environmental Dynamism of Branding of Vision Media Limited Kenya
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Date
2021Author
Kaniu, Hottensiah M
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
The study had sought to establish the strategic responses adopted by Vision Media
Limited, concerning the dynamic external environment in Kenya. The research was
under pinned by resource based view theory, open systems theory and chaos theory.
The research design adopted was case study research design. The case selected for the
study was Vision Media Limited that is branding firm in Kenya. The unit of data
analysis is the top management that is involved in strategy crafting and
implementation. The study collected the needed data using interview schedule. The
managers selected involved in an interview based on already prepared interview
schedule. Short notes were taken during the interview process. The data collected was
transcribed and analysed using content analysis. The process involved categorisation
of the data into various themes of interest. The themes were based on study objective
including the external environmental changes, the strategic responses to external
environmental changes and challenges in creating and implementing strategic
responses. The data was presented in the form of the thematic areas identified and
related to empirical literature to identify point of intersection and differences with
empirical literature. Regarding environmental dynamism, the study established that
technological changes have led to some products becoming obsolete. Competitors
have been employing price wars by cutting on cost of services and products to wrestle
customers away. Various regulations including taxation, licenses and permits have
increased cost of doing business. Inflation has seen prices of products rise making
them out of reach of most consumers in the recent past. Change in the Nairobi county
governments has seen new regulations and some old licences cancelled. Regarding
response to various environmental dynamism. The study revealed that Vision Media
Limited has employed cost cutting, outsourcing some operations to its competitors,
offering differentiated products, providing promotional items, sourcing of key
supplies from lower prices providers. Regarding challenges associated implementing
strategic responses; the study revealed that the strategy of entering into partnership
with various suppliers has faced challenges as some international suppliers have since
set up stores within Nairobi where other branding firms can also access the said
materials. Further, the strategy of outsourcing some operations to its competitors has
seen some competitors wrestling away some clients. The study also revealed that
responses to change in technology like outsourcing some printing work and leasing
some equipment has exposed the firm to unreliability and dependability. Finally, the
study revealed that countering government regulation was not possible for an
individual business and the collective action through private sector alliance has not
born much fruits. The recommends that management of vision media limited to have
accurate external environmental scanning to have adequate understanding of the
change in external forces before responding through strategies. Further, the study
suggest to Vision Media limited to reconsider its outsourcing strategy by only
outsourcing non critical tasks so that the firm can concentrate on critical tasks to
minimise exposure to risk of unreliable services from outside firms. The study also
recommend to Vision Media limited to consider focus strategy where the business
targets a specific segment of the market than trying to satisfy all customers under the
corporate segmentation.
Publisher
University of Nairobi
Rights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
- School of Business [1556]
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