| dc.description.abstract | Strategy implementation is an emerging area of study, and not much has been researched on it.
Prior studies have been mostly concentrated on the strategy development process. A good
strategy and good strategy implementation are the most trustworthy signs of good management.
The better conceived a company’s strategy and the more competently it is executed, the more
likely that the company will be a standout performer. A number of factors have led to the growth
of supermarkets in Kenya namely liberalization of trade, the increase among the city population
and effective and efficient retailing system. With the increasing number of supermarkets, Kenya
retail sector has become very competitive as the number of supermarkets and other retail small
scale retail outlets increase. This study sought to answer the questions; what are the challenges of
strategy implementation in supermarkets in Nairobi, Kenya, and what measures has the
supermarkets taken to deal with these challenges? The study comprised of a total of 173
supermarkets in Nairobi, Kenya, a sample size of 30 supermarkets was selected using simple
random sampling technique, and a questionnaire administered to the respondents on a drop and
pick later method. Out of the 30 respondents targeted, 25 respondents completed and returned the
questionnaires for analysis. The findings were varied and it could be concluded that the
supermarkets were mainly owned by small investors, individually owned, and managed by
employees. The various actors considered moderately affected the strategy implementation
process. The measures applied to deal with the challenges were relatively applied at a great level. | en |
