| dc.description.abstract | Commercial colleges in Nairobi's Central Business District have witnessed changes
as a result of commercialisation of the Education Sector. This has therefore had an
impact on the state of competition in these training institutions. For these colleges to
survive the already existing stiff competition, it has become necessary to develop
competitive strategies to enable them achieve competitive advantage and even survive
the existing competition.
With opportunities m university education failing to match the demand, focus in
training is shifting to commercial colleges-certificate and diploma courses. From
teacher training, hospitality, medical and vocational courses, to mention but a few, the
level of training provides the much needed man power crucial for the development of
the country. Most of the courses offered at this level also assist graduates to be self reliant
through engaging in self-employment.
This study endeavoured to determine competitive strategies applied by Commercial
colleges in Nairobi's Central Business District (CBD) to compete effectively. The
study also sought to establish factors influencing the competitiveness of these
colleges. The study focussed on 42 commercial colleges that were sampled; 36
colleges were involved in the study. This represented a response rate of 86%.
Data was collected through questionnaire method. Questionnaires were administered
through personal interview and drop and pick method. Drop and pick method was
used especially where the respondents were away or could not answer immediately
the questionnaires due to time constraints.
Data was captured using SPSS and Factor Analysis was used to generate Eigen
values, whereby the highest Eigen value is the most important in each analysis. From
the analysis it was established that commercial colleges used generic strategies in
order to attain competitive advantage. Through examining generic strategies, it
appears that Focus strategy is the most used strategy (50% ).This is followed by cost
leadership (29%) differentiation and other strategies follow in that order.
According to research findings there are a number of competitive factors influencing
competitiveness of commercial colleges. The findings reveal that the Ability and skill
of directors was used to a great extent (74%) by respondents. This could be explained
by the fact that majority of the respondents were colleges directors who perceived
their skills and ability as most important competitive strategy.
However, the most important factor affecting competitive edge of colleges based on
Eigen values was employing competitive teachers, followed by Ability and skill of
director. Offering discounts is also a used strategy with a percentage of 18%. The least
factor was display of course prospectus.
Commercial colleges should use other strategies like advertising, training their staff
members, especially receptionists' on public relations and lobbying in order to satisfy
the ever-demanding students' needs. | en |
