| dc.description.abstract | As markets have become more crowded and customers more discerning and varied in their
demands and expectations, the targeting decisions facing companies have become more
critical. Competitive positioning decisions embrace the identification of the target market(s)
and the competitive advantage that will be pursued in serving the target(s). The positioning
perspective recognizes that for resources to be leveraged for economic benefit, it requires
their application in the market place. It also recognizes if that application is to be sustainable
in the face of increasing competition, then competitive advantage must be built on distinctive
resources and capabilities.
This study is a practical contribution on how to create competitive positions in the Kenyan
liberalized business environment, how they can be defended against competitor encroachment
once created and challenges faced in the process. COMTEC was used as the context. Data
collection was carried out through in-depth interviews with respondents. Information
collected was analyzed using content analysis.
- From the dings, COMTEC has employed a combination or price, quality, innovation, service
and tailored positioning strategies. Major challenge_s encountered include the rapidly
changing regulatory environment, scarcity of financial resources and competition from startups
and established equipment manufacturers who have established regional offices locally in
Kenya. Findings indicate that the company's implementation of strategies has greatly been
hampered by slowness in management and internal weaknesses. To achieve objectives and
measure performance, the company has put in place measures to address the challenges and
ensure positive trends. | en |
