| dc.description.abstract | In every country around the globe, postal services make up an essential part of
the social and economic fabric. Certainly, on the economic side, postal services
must employ all their skills to make their products and services attractive to their
large business customers. These large mailers provide the essential volumes that
help postal services maintain their extensive distribution network. But at the
same time, postal services fulfill the human needs of individuals. Organizations
in Kenya whether profit or not for profit have had to change their structure,
design, culture, and general management orientation in order to remain
competitive in the wake of the government implementation of policies leading to economic liberalization. This study was designed to determine the strategies
used by Postal Corporation of Kenya to respond to the external environment.
A case study approach was used to collect the data. Primary data was collected
from key informants that have been directly involved in change management at
PCK using an interview guide. They were interviewed and the resultant data
analysed using content analysis method.
The study found that in order to counter the changes in its external environment,
PCK adopted several strategies such as market penetration, product
differentiation and product diversification. It is recommended that for the
company to cope up with high competition in the industry, it needs to be more
innovative and the leader in the market. It also recommended that a study be
carried out to establish the relationship between strategies used and performance
of public corporations in Kenya so as to ascertain the need for effective strategic
management in the public sector. | en |
