Competitive Strategies Adopted By Second Hand Motor Dealers In Nairobi County
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Date
2013-09Author
Watta, Joahness O.
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
The Kenya Motor Industry (KMI) has remained predominantly a domestic activity and
process of internationalization has been slow and inherent with various challenges. The
objective of this study was to determine the competitive strategies adopted by second
hand motor dealers in Nairobi County. This study used cross sectional survey design. The
target population of the study included all second hand motor dealers in Nairobi County.
Kenya. This included all the 66 second hand motor dealers in Nairobi. Primary data was
collected using a questionnaire. Quantitative data collected was analyzed by the use of
descriptive statistics using SPSS and presented through percentages. means. standard
deviations and frequencies. The study findings indicated that corporate growth and
development strategies employed by the dealers enhanced performance to great extent
and that motor car dealers used the strategy of providing superior customer service in
order to enhance their competitiveness to a great extent. The study finding indicated that
radio/TV was rarely used for advertisement. The study also established that to a great
extent, newspapers were used for advertisement. The study concludes that the strategies
adopted in secondhand motor dealers affect their competitiveness in the second hand
motor dealership to a great extent. The study further concludes that strategy of
introducing new services in market, carrying out regular surveys to determine customer
needs are applied to great extent by the dealers so as to gain a competitive advantage. The
study further concludes that newspapers, outdoor posters and use of word of mouth have
been applied to a great extent in the motor industry. The study recommends that the
dealers should consider entering into alliances that attaining the benefits that arise from
being part of the alliances .such as access to finances and lower costs of obtaining
imported motors may be made possible. This study therefore recommends that the dealers
should consider adoption of radio/TV advertisement as a means of marketing their
products as Radios and TVs are locally available.
Citation
Watta,Joahness O.,September,2013.Competitive Strategies Adopted By Second Hand Motor Dealers In Nairobi County.Publisher
University Of Nairobi