| dc.description.abstract | This study was designed to establish the extent of competition facing Rentokil
Initial Kenya Limited and to identify the strategic responses of Rentokil Initial
Kenya Limited to competition in the Pest control and sanitary services industry.
The research problem was studied using case study method. This method was
suitable for the study because the study was aimed at giving in-depth account of
how Rentokil Initial Kenya Limited is responding to competition in the industry.
In this study, emphasis was given to primary data. The primary data was
collected using interview guide where 7 managers from the company were
interviewed. The data was analyzed using qualitative analysis. This was done
using content analysis.
The study found that the extent of competition facing Rentokil Initial Kenya
Limited was very stiff. This had led to the shrinkage in market share as much of
the share is taken up by the new entrants. To respond to competition, the
company had diversified into other businesses in order to survive. This had been
prevalent in washroom services as well as in pest control services. The company
had also employed collaboration strategy and this has made it possible for the
firm to provide services its better at. Lastly, the study found that research and
development had been explored as a strategic option. This has made the
company to be more innovative in the market hence remain at the top. These
strategies had been successful in helping the company effectively compete in the
market. The study recommends that there is need for the policymakers to
enhance enactment of policies that ensure level playing ground. The study also
recommends that the company needs to ensure effective implementation of their
strategies. As such, the marketing function needs to be strengthened to better
deal with the branding and marketing issues. | en |
