Strategies Adopted by Sarova Hotels Group Ltd in Kenya to Gain Competitive Advantage
Abstract
Organisations are environment serving and thus have to align themselves well so as to
cope with the ever changing business environment. The increasing competitive
environment has forced organization to critically think of strategies that will enable
them create a competitive edge. The implementation of such strategies eventually
determine the success or otherwise of the organization. Strategy is about performance
and it explains why some organizations succeed and others fail. It is a unifying theme
that gives coherence and direction to actions and decisions of an individual or
organization. An organization strategic goal is to position optimally in its competitive
environment by maximizing the anticipation of environmental changes.The analysis
of a firm's strategy involves the interaction between the strategic choice and its
environmental context. The environment in which organizations operate is constantly
changing with different factors influencing the organizations. This study sought to
establish the strategies adopted by Sarova Hotels Group Ltd to develop competitive
advantage. In this study, the researcher has used both primary and secondary data.
Primary data was collected using interview sessions with prospective respondents at
the middle and top level management. Content analysis was used to analyze. The
study established that managers in organizations strive to make strategic choices that
align the goals of the organizations to their existing environment. Managers use a mix
of various strategies that eventually pull positive responses from the market. The
study further concludes that product improvement, staff training, capacity
management and pricing play a major role in positioning tbe hotels as premium
hotels. Since this was a study from one Hotel group, the data gathered might differ
from strategies adopted by other organizations. The study recommends that further
studies should be done on the strategies adopted by other companies within the
industries to find out if the same results would be obtained. It would also be important
to find out the influence of various strategies adopted by other organizations to
achieve their competitive advantage.
Citation
Richard,Muthoka D.,November,2013.Strategies Adopted By Sarova Hotels Group Ltd In Kenya To Gain Competitive Advantage.Publisher
University of Nairobi