Influence of Environmental Scanning on Competitive Advantage of Exp Momentum Limited

Abstract

The environment is continuously changing hence giving businesses serious challenges to stay in the market, necessitating the understanding of the environmental forces, their nature, changes, trends, and interactions including their “ripple effects”. These Environmental forces are critical determinants of threats and opportunities a firm expect to face in its future and hence the managers need to quickly respond to, in order to keep the company on track and be able to meet its objectives. The objective of this study was to establish the influence of environmental scanning on the competitive advantage of EXP Momentum Ltd. This study was guided by the General Systems Theory, Resource-Based View and Resource Dependence Theory. This study employed a case study design. Structured interviews were designed and analyzed in a qualitative manner. The interview guide was administered to 5 respondents. The corporate strategy manager, ICT manager, head of commercial department, human resource manager, and the finance manager. The research applied content analysis method. The study concludes that as a result of environmental scanning which is carried out on daily basis; the EXP Momentum Ltd has been able to be one of the leading experiential marketing agencies in Kenya. The study also concludes that EXP Momentum Ltd was reactive to the emerging societal needs and complaints and feedback from the stake. The study recommends that EXP Momentum Ltd, needs to invest heavily in R&D to improve current environmental scanning strategies and develop new competitive environmental scanning strategies to outcompete riva