Strategies Adopted by Sama Kenya Limited in Impact Sourcing

Abstract

The~choice~of~a business~strategy~is~very crucial in~the~survival~and~success~of any~organization. Kenya is rapidly becoming a preferred destination for outsourced services. Therefore, we have seen a lot of business process outsourcing (BPO) firms set up in the country. To establish and maintain a competitive advantage based on their expertise, most firms in the BPO space have opted to adopt impact sourcing business model, which is defined as responsible outsourcing. The goal~of~this~study~was~to investigate~strategies~adopted~by~Sama~Kenya~limited~in impact sourcing. Resource-Based Theory, Market-Based View Theory, and Contingency Theory~served~as~the~foundation~for~this~study. In order to conduct this research, the study used a case study approach. 10 mid- and senior-level firm managers were issued with an interview guide. Primary data was sourced and used for analysis. According to the survey, Sama was primarily utilizing~cost~leadership, differentiation, ~and~expansion~methods to break into the fiercely competitive impact sourcing industry and build its brand. Additionally, it was discovered that the company has begun to implement market development plans in order to keep up with the worldwide competition in the impact sourcing sector. According to the study, the company should concentrate on enhancing its~ICT~infrastructure, increasing the usage~of~focus~strategy~in~their~product/service~offering, ~and~continuing with their~branch~expansion~and~collaboration~strategies. The analysis found that~the company has successfully implemented the collaborative strategy. Partnerships with numerous universities have improved the firm's competitiveness and brand image. The results demonstrated that Sama Kenya Limited had been effective in combining the Generic and Ansoff growth methods. The researcher suggested conducting additional research to see what competitive advantage-building tactics other businesses in various relevant industries employ.