Strategies Adopted By Royal Media Services Ltd In Kenya To Develop Competitive Advantage

Abstract

The perpetually changing environment has given rise to issues like digitization which has prompted increased rivalry. Competition if not managed can cause loss of business and termination of operations by a firm. It is hence fundamental for a firm to comprehend the basic sources of competitive pressures in its industry so as to plan fitting techniques to react to the competitive forces in order to have an upper hand. Competitive Strategy determines the approach which the firm expects to use keeping in mind the end goal to prevail in each of the vital business territory it competes in. Competitive Strategy gives organization leverage over its opponent in drawing in clients and shielding against aggressive strengths. Competitive Advantage is a set of exclusive elements of a firm and its products that are seen by the target market as to be noteworthy and better than those of rivals. The objective of this study was to establish the strategies adopted by the Royal Media Services (RMS) to develop Competitive Advantage. The research gap was that not much has been studied about RMS Ltd after the digitization process. The researcher was motivated to research on RMS Ltd as it’s the leading media company in the country and wanted to find out what strategies it has adopted especially after the digitization process. The supporting theories of the study are the resource based view, the knowledge based view and the strategic balancing theory. The researcher utilized the case study approach as the design of the study. Data was gathered utilizing an interview guide that took into account consistency of responses. In addition, secondary information was gathered from documentations of the organization. Information gathered was analyzed using Content analysis. The studies have supported the theories in that they show how resources, knowledge and strategic balancing can enable a firm develop competitive advantage and the researcher has also linked the findings with selected studies. The study found out that that the competitive strategies utilized by Royal Media Services spun around cost leadership, focus, differentiation, people development strategy and research and development. The strategies as indicated by the study discoveries have set the organizations in an ideal position with respect to the opposition. These techniques have additionally made the firm to gain and sustain Competitive Advantage. The study concluded that RMS LTD employed the use of cost leadership, differentiation and focus to manage rivalry. On the adequacy of the strategies utilized it was presumed that, there were effective. The study recommends that RMS LTD should consult with its competitors on programming so as to remain competitive.