Effect of Strategic Positioning on Sustainable Competitive Advantage at Safaricom Plc

Abstract

Strategic positioning in today’s organizations is paramount to the successful and profitable services delivery in those organizations and enhancement of customer retention. The aim of this study was to establish the effect of strategic positioning on sustainable competitive advantage at Safaricom PLC. The study was based on the resource-based view, contingency theory and theory of competitive advantage. The research design was a case study which used primary data. The research instrument used to collect the data was an interview guide. The data obtained from the interviewees was analyzed qualitatively by the use of content analysis. The study found that Safaricom PLC had adopted several strategic positioning such as state of the art technology, resource capacity, digital experience, segmentation, differentiation and cost differentiation. State of the art technology had eased the access of service to the customers, offered quality services and products to the customers and also offered speedy access of the internet through the company having excellent network performance. The study also established resource capacity helped Safaricom achieve sustainable competitive advantage through financial resources and assets, human resources, technological resources and knowledge resource. Segmentation and differentiation offered competitive advantage through Safaricom offering different services and products targeting the different market segments. Digital experience contributed to competitive advantages by giving customers an excellent experience while accessing services online. The study concluded that strategic positioning contributed to the sustainable competitive advantage of Safaricom PLC. The study recommended Safaricom to continue investing in the state-of-the-art technology for better improvement of the customers services. The study also recommended that Safaricom PLC to incorporate data protection in its state-of-the-art technology. Lastly, the study also recommended the government to offer support to telecommunication companies especially in the issue of unfair competition