dc.contributor.author | Kariithi, Patricia M. | |
dc.date.accessioned | 2013-05-15T07:13:51Z | |
dc.date.available | 2013-05-15T07:13:51Z | |
dc.date.issued | 2008-10 | |
dc.identifier.citation | Masters Of Business Administration (MBA) Degree, University of Nairobi | en |
dc.identifier.uri | http://erepository.uonbi.ac.ke:8080/xmlui/handle/123456789/22869 | |
dc.description | A Management Research Project Submitted in Partial Fulfilment of the Requirements for the Award of Master of Business Administration (MBA),
School of Business, University of Nairobi | en |
dc.description.abstract | This was a descriptive survey study designed to determine the competitive strategies
adopted by the retail exhibition sector in the Nairobi Central Business District. Data was
collected using self administered questionnaires which were given to sales people and
owners at the stalls. The findings of the study reveal that cost leadership is the most
commonly used strategy to attain competitive advantage. The main activities that the stalls
engaged in to achieve cost leadership were by searching for low cost suppliers, optimal
rent utilisation, ensuring location of stall is in an exhibition hall that has high population
flow, hence the availability of many potential and repeat customers due to the convenient
location. The selection of an exhibition location (hall) that is known to have high numbers
of potential customers was the strategic activity that was highly applied, compared to any
other cost leadership activity. Convenient locations include areas that have public transport
in the neighboring area. This means that as pedestrians are coming from or going to the
public means of transport, they are likely to stop at the stalls located nearby and make
planned or impulse purchases.
The study has also proven statistically that the competitive strategies widely applied and
which contribute to growth in sales volumes by the retail exhibition sector are the focusdifferentiation
strategies using location whereby the product is conveniently available to
the customer and the next most extensively used strategy is differentiation using the ability
to listen and to understand customer needs, tastes and preferences. | en |
dc.language.iso | en | en |
dc.publisher | University of Nairobi | en |
dc.title | Competitive strategies adopted by the retail stall exhibitors in Nairobi Central Business District | en |
dc.type | Thesis | en |
local.publisher | School of Business | en |