| dc.description.abstract | The study sought to establish the competitive intelligence practices adopted by Old Mutual
Kenya. Competitive intelligence is the act of gathering, analyzing, and applying information
about products, domain constituents, customers, and competitors for the short term and long term
planning needs of an organization. Competitive Intelligence (CI) is both a process and a product.
The study used an interview guide to collect primary data. The interview guide was administered
to the respondents who are middle level managers in the organization. This study sought to
identify the link between best practices of competitive intelligence and performance for greater
profitability of Old Mutual Kenya. The study found out that Old Mutual Kenya employs new
market intelligence, product differentiation intelligence, technological intelligence and strategic
alliances intelligence as competitive intelligence practices. In the findings, it was established that
new market intelligence applied in the firm concentrated on the 4Ps (price, place promotion and
product). The study also found out that Old Mutual Kenya involves its clients in the process of
designing new products in order to come up with products that can be well consumed by the
market. It was also found out that technology is the most integral part of their business and
having a smart system ensures efficiency, cost reduction and increases profitability in their firm.
In the study, it was also found out that Old Mutual Kenya has acquired some financial
institutions and merged with other providers to spread the risks and maximize profitability. This
study concludes that the competitive intelligence practices adopted by Old Mutual Kenya go
hand in hand in improving efficiency, increasing the market share and there after increasing the
profitability of the firm. This study recommends the adoption of competitive intelligence
practices in the financial sector. | en |
