Response strategies of the independent petrol stations in Mombasa Central Business District to changes in the external environment
When the Kenyan petroleum market was liberalized there has been emergent of many players in the industry. Independent petrol stations are the stations owned and operated by indigenous Kenyan which are not owned by multinational companies. Mostly they do not have branches and if they do they are very few. The environment is dynamic and changes from time to time. Organizations therefore have to come up with strategies to adapt to the changing environment. Different strategies are developed for different environmental changes. This study aims at determining the external environmental factors that have changed and how the independent petrol stations in Mombasa Central Business District have responded to these changes. The objective of the study was To determine the changes in the external environment that affects the independent petrol stations in Mombasa Central Business District. And to determine the response strategies by independent petrol stations to the changes in the external environment. The design type under which this study was done is the survey design. The target population was 46 independent petrol stations outlets in Mombasa Central Business District. The sample of the study consisted of 35 independent petrol stations which were picked from Appendix IV through random sampling. This study utilized primary data. Primary data was obtained through close ended structured questions. The researcher also applied measures of variability such as the range and standard deviation. The data was presented graphically form of frequency tables, frequencies, charts and percentages. The study further concluded that management of the organization do adopts various strategies which include differentiation strategy, refocusing, market development, products development as well as leadership strategies to be in a position to continue operating in the competitive market and achieving it's profit. The study concludes that, management of the petrol firms also faces forces of technology, political, ecological and social cultural which include Income distribution, Lifestyle pattern, population demographic and occupations of the population and the management of the firm need to adopt diversification of the products and lowering prices to suit the lowly income earners. The study further found that the other environment factors facing the market include ecological forces.