| dc.description.abstract | Strategy is an essential part of any effective business plan. By using an effective
competitive strategy, a company finds its industry niche and learns about its customers.
Porter asserts there are three basic businesses strategies =differentiation, cost leadership,
and focus - and a firm performs best by choosing one strategy on which to concentrate.
However, many researchers feel a combination of these strategies may offer a company
the best chance to achieve a competitive advantage. In Kenya the Education sector is one
of the sectors that have experienced increased growth in the recent past, thus the purpose
of this study is to examine the relationship between competitive strategies adopted and
performance as well as the challenges experienced while pursing this strategies of private
secondary schools in Mombasa. The study used the census survey method to assist in
achieving the objectives of the study. The population consisted of all the 43 private
secondary schools in Mombasa County as at May 201 1.Primary data was gathered using
questionnaires administered to the directors or the head of the schools. Out of the 43
schools targeted, 30 responded by filling the questionnaires. This formed 69.7% response
rate thus considered suitable for analysis. To achieve the study objectives, respondents
were issued with a number of competitive strategies and were required to score on a 5-
point likert scale the extent to which the strategies were adopted by their schools. The
study scope allowed for cost leadership, differentiation, focus and combination strategies
that formed the conceptual framework of the study. In addition they were supposed to
rate their performance in relation to their competitors using total revenue growth, total
assets growth, net income growth, market share growth and overall performance. The
study used descriptive and inferential statistics to arrive at a more in-depth profile in
establishing the link between competitive strategies adopted and firm performance
indicators. The choice of a competitive strategy is critical for the survival and success of
any company. However, in order to gain competitive advantage, finns need to build and
adopt the right strategy especially in this increasingly competitive environment. Based on
the findings, it can be concluded taat the private schools in Mombasa County in Kenya
have moderate usage of cost leadership and differentiation strategy with significant
variations in their adoption. Cost leadership-is. considered quite important by all the
schools surveyed. In overall, all strategies were moderately in use by the private schools.
The schools do not maximize on the usage of differentiation strategies which are key in
improving their long term competitiveness and performance. They should venture more
into strategies which aim at building long term competitiveness such as offering high
quality services and offering better terms of service to staff so as to reduce staff turnover | en |
