Competitive Strategies Adopted by Renewable Energy Firms in Kenya
Abstract
One of the environmental influences to a business arises from competition following
increased globalization and internationalization of firms. Increased competition
threatens the attractiveness of an industry thereby reducing the profitability.
Competition determines the appropriateness of a firm’s activities that can contribute
to its performance, such as innovations, a cohesive culture, or good implementation.
The objective of this study was to investigate the competitive strategies adopted by
renewable energy firms in Kenya in response to competition. This study used crosssectional
research design. The population of this study was the companies operating
in the renewable energy sector in Kenya. This study conducted a census study
collected both primary and secondary data. Data was collected by use of semi
structured questionnaires which contained both open and closed ended questions. The
questionnaires were issued to the Marketing Managers of the 36 companies operating.
Quantitative data collected was analyzed by the use of descriptive statistics using
SPSS and presented through percentages and frequencies. The findings of the study
established that the competitive strategies adopted by renewable energy firms affected
the competitiveness of a firm to a very great extent and included quality service
delivery, employment of competent staff and application of cost saving. The
following competitive strategies were used: strategic alliances, applied market
segmentation strategy and strategic partnerships did not enhance the competitiveness
of the companies. This study recommends that the government should invest in the
renewable energy sector so as to contribute to its growth rather.
Citation
A research project submitted in partial fulfillment of the requirement for the award of master of business administration degree, school of business, University of NairobiPublisher
School of business administration deaprtment, University of Nairobi