Strategies employed by internet service Providers in Nairobi to gain competitive advantage
ABSTRACT Strategy is the activities concerned with formulation and implementation of plans. These are implemented to ensure strategic fit and competitive edge. The purpose of this study was to establish the strategies adopted by ISPs in Nairobi to gain competitive advantage. The study mainly focused on the different types of competitive strategies. In total, there were 29 ISPs according to the CCK, as of January 2012. Given the small number a crosssectional census survey was carried out. A structured questionnaire was used to collect primary data. Collection was done using a drop and pick and personal interview method. In total, 26 of the 29 ISPs responded, a 90% response rate. Data was analysed using frequencies, percentages and standard deviation. The analysis indicated that most organisations had a well laid down vision and mission. Also, most organisations had a strategy and business objectives in place which was well communicated to the various employees in the organisation at different levels using both formal and informal means. The study established that the main strategies adopted by ISPs include product differentiation and cost leadership. Market penetration and development, along with product development were also identified as the key strategies adopted by the ISPs. The ISP are also cognizant of other forces that shape strategy implementation and some of the most influential emerged as the entrance of new players in the market and the rivalry from fellow competitors. ISPs should remain more innovative and offer a wider range of products. The study was limited due to the fact that it covered Nairobi and also that some respondents indicated that the questionnaire was rather technical.