| dc.description.abstract | The study sought to examine the relationship of competitive strategies and firm performance in Safaricom Kenya limited. The study was guided by the following specific objectives: (i) to determine the competitive strategies adopted by Safaricom Limited; and (ii) to establish the relationship between the competitive strategies used by Safaricom Limited and its performance. A review of the relevant literature was undertaken in order to eliminate duplication of what has been done and provide a clear understanding of existing knowledge base in the problem area.
The literature review is based on authoritative, recent, and original sources such as journals, books, thesis and dissertations. A case study design was used to undertake the study. The population of the proposed study was the Safaricom top revenue drivers' employees, namely consumer sales and retail departments. The respondents included Chiefs, Head of departments, Senior Managers, Regional and Area Managers. A semi-structured questionnaire was used to collect primary data from the respondents. Statistical Package for Social Sciences (SPSS) was used as an aid in the analysis.
Data pertaining to the adoption of competitive strategies and the link between the competitive strategies and organizational performance were subjected to a factor analysis to test whether the strategic practices naturally group into the various competitive strategies.
The findings also show that the strategies adopted by Safaricom Kenya Limited so as to cope with the competitive environment include vigorous pursuit of cost reductions; providing outstanding customer service; improving operational efficiency; controlling quality of products/services; intense supervision of frontline personnel; developing brand or company name identification; targeting a specific market niche or segment; and providing specialty products/services. The findings also show a significant relationship between the strategies adopted by Safaricom Kenya Limited and its performance with respect to the following objective performance indicators: total revenue growth, total asset growth, net income growth and market share growth. | en_US |
