Strategic Management Practices and Competitiveness of Fast-food Eatery Chains in Nairobi, Kenya
View/ Open
Date
2023Author
Kizito, Boniface A
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
This study sought to explore the interconnected relationship between strategic management practices and the competitiveness of fast-food eatery chains in Nairobi, Kenya. The study adopted a descriptive research design. The target population for this study was fast food eateries in Nairobi. A sample of 98 fast food eateries was selected from the PERAK database which reports about 1308 fast food eateries operating in Nairobi. The study adopted stratified sampling to select a sample with a sampling fraction based on the ratio of Managers: Supervisor. Primary data was collected using questionnaires and interview guides. Through a comprehensive analysis of survey data and restaurant performance metrics, this research revealed a significant correlation between these strategies and a restaurant's ability to attract and retain customers, expand its market reach, and foster brand loyalty (r = 0.831, p = 0.042). The findings underscored the critical role of these strategies in enhancing a restaurant's competitiveness. Moreover, they emphasized on the importance of continual adaptation to changing customer preferences and market dynamics. Efficient operations, cost-effectiveness, and the potential for market expansion are additional benefits of implementing these strategies. This study provides valuable insights for restaurant owners, managers, and stakeholders, offering a roadmap for enhancing competitiveness in an ever-evolving culinary landscape.
Publisher
University of Nairobi
Subject
Strategic Management PracticesRights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
- School of Business [1411]
The following license files are associated with this item: