Implementation of Differentiation Focus and Competitiveness of Dynamic Mobility Technology Limited in Kenya

Abstract

Technology startup companies normally face an unprecedented uphill task to gain market share by dislodging known and established technology companies which already have a strong brand, huge financial and marketing power. Because of the immense resources possessed by established technology companies, it becomes very difficult for technology startup companies to survive unless they adopt and implement strategic approaches of competitive advantage that gives them competitive edge against well-established competitors in the market. The purpose of this study was to determine the effect of implementation of differentiation focus on competitiveness of Dynamic Mobility Technology Limited in Kenya. The strategic approach undertaken in this context is differentiation focus where key methods to be considered include innovation, high quality products, faster service delivery, flexibility in rolling out new products and features and great customer experience. This research focused on a technology startup company in Kenya called Dynamic Mobility Technology Limited. We looked at the strategic approach of differentiation focus that they had implemented and the key methods which included innovation, high quality products, faster service delivery, flexibility in rolling out new features and products, great customer experience that they constantly apply in the day to day business. The findings would determine if implementation of differentiation focus by Dynamic Mobility Technology Limited in Kenya had its competitiveness affected.