| dc.description.abstract | The study analyses the strategies adopted by Eclectics International to enhance its performance in Kenya. The study was inspired by the realization that the ICT sector under which Eclectics International falls, being a relatively new area, is yet to be extensively examined in terms of strategy. There has also been an influx in the number of ICT based firms which are battling to tap into the new market thus making competition in the sector very stiff. The study is guided by the premise that the strategies adopted by the leaders in any organization must serve to meet the objectives of that organization. This project focuses primarily on how top-level or positional leaders make key strategic choices thus steering the organization to greater profits. They therefore adopt the best strategy after analyzing the relevant market forces which not only gives them a cost advantage but also is sustainable in the long run. The study set out to answer the following research question; What are the strategic choices adopted by Eclectics international in its operations in Kenya and how do the choices enhance its performance. The study applied a qualitative approach in data collection by the use of both primary and secondary data. The primary data consisted of an interview guide administered on the senior managers of the organization and the same was analyzed using the content analysis method. Secondary data was obtained from the company’s internal documents which included circulars, minutes of meetings, internal memo and internal publications.The study findings concluded that product differentiation is highly used since the company customizes its products and services in accordance with its clients’ needs. The study also concluded that cost leadership strategies are used but to a smaller extent due to product customization thus the prices have to be adjusted based on the customer requirements. | en_US |
