Strategic Supplier Relationship Management Programs as a Driver of Competitive Advantage in the Mobile Telecommunication Industry in Kenya
Abstract
The aim of the study was to establish the relationship between strategic relationship
management and competitive advantage in the mobile telecommunication industry in
Kenya. The study adopted a cross sectional descriptive survey research design. There are
four players in the mobile telecommunication industry in Kenya The research took the
form of a census study covering all the mobile telecommunication industry in Kenya
since the population of the 4 firms was considered small enough. Four mobile
telecommunication firms were contacted but only three participated in the research and
were considered fit for data analysis. The quantitative data collected using the
questionnaire was analyzed using descriptive statistics. Findings indicate that the players
in the mobile telecommunication industry in Kenya are faced with several forces that
shape competition. This include provision of superior customer service, offering services
not offered by competitors, offering high quality services, introduction of new services in
the market, use of latest technology and branding of services. Other forces are changing
customer needs, government policies and regulations, political interference and
innovations. The mobile telecommunication in Kenya use cost leadership as a
competitive strategy since they attempt to reduce their operational costs to deliver the
products at the lowest prices to the end customer. It was also possible to conclude that
mobile telecommunication companies use product differentiation as a competitive
strategy since they consider innovations and value additions in their products and
services. The mobile telecommunication companies differentiate their products by
offering services that not offered by competitors, offering high quality services,
introducing new services to the market and branding their services from those of
competitors. The findings of the study are that strategic supplier relationship management
programs are key drivers of competitive advantage in the telecommunication industry in
Kenya and it is recommended that the industry continues using strategic supplier
relationship management programs to drive competitive advantage in their operations.
Citation
Master Of Business AdministrationPublisher
University of Nairobi