Strategic repositioning and performance in Virtual sat limited at virtual group company in Nairobi
According to Bryant (1998) and Burnes (1996), sharply increased competition threatens the status quo in most organisations, which must now decrease costs while improving service. Organisations can use Strategic Repositioning to evaluate their business practices and insure that they are performing at peak efficiency. They further argues, that Strategic Repositioning is a process that changes functions within an institution-not just how people do the jobs they have done, but what they do. Meaningful cost savings come from changing the way services are delivered rather than from simple belt-tightening. The Strategic Repositioning concept has practically been at use in Virtual Sat Limited, at Virtual Group Company, a Kenyan based company. The company strategically repositioned its services with new portfolios namely; Interactive Solutions, Manager One and Unified Communication. Strategic repositioning is clearly noticeable in Virtual Sat in the areas of; Effectiveness and Efficiency, Economic Activity, Better Business Environment and better working Environment. Cultural and behavioural repositioning required greater levels of employee involvement. Virtual Sat Limited was able to not only increase its market share but also have a clear understanding of its customers’ needs, which may change with the changing technology being introduced into the environment. As a result the central economic role of Strategic Repositioning on Virtual Sat Limited is incumbent to enhance its strategic change and marketing growth towards meeting its mission and vision.