| dc.description.abstract | Over the years, the turbulent ever changing environment has resulted to cut-throat
competition within the media industry in Kenya. A scanning of the environment through
the SWOT and PESTEL analysis indicated that sustainable competitive advantage is the
only option for the Nation Media Group to survive in the media industry. The objective
of the study was to find out the strategies adopted and upheld by the Nation Media Group
in order to remain competitive in the media industry despite a dynamic complex
environment. Primary data will be collected using an interview guide. The respondent
will be four managers of nation Media Group. The operations manager will provide
information of competitive strategy; Human resource manager on staff performance to
attain the organizations objective, business development manager will guide on planning
and best business opportunities for sustainable competitive advantage and finance
manager to provide information on capital resources. From the findings, Nation Media
Group is competing with other players for content market, geographical coverage and
advertising revenue. To succeed in such a turbulent environment, the organization has
adopted three generic strategies on low cost leadership, differentiation and focus. Nation
media group uses low cost strategy to compete in the radio and newspapers business
market. The competitive nature of the media industry is clear with the presence of
fourteen FTA TV stations, four pay TV channels, one hundred and forty radio stations
and threat of entrant of new media, product and service differentiation is critical to the
success of any media house. In terms of human capital, the Nation Media Group invests
in employing the best presenters, news anchors and reporters. Some of the human capital
has been developed internally from experience, though some of them are head hunted
from other leading media houses. The study concludes that the strategies used by the
Nation Media Group Limited have been successful because they have ensured that the
organization though a new entrant in some segments like television have considerable
market share of customer base. The study recommended that a census research be done to
include all the media houses and find out what other competitive strategies and
sustainable advantage are adopted by the other media houses to cope with competition. | en_US |
