The use of strategic positioning to achieve sustainable competitive advantage at Safaricom Limited
It is often observed that companies position themselves based on their strength, or the advantages they posses comparing to their competitors. Therefore, sustainable competitive advantage is playing a major role in company's. strategic positioning against its competitors. Nowadays, positioning has become a popular word among marketing practitioners and theorists. This study sought to determine the role of strategic positioning in achieving sustainable competitive advantage at Safaricom Kenya Limited. The study also sought to answer the following questions; what is the role of cutting edge technology in achieving a sustainable competitive advantage in Safaricom Limited? What is the role of Resource-Based- View in achieving a sustainable competitive advantage in Safaricom Limited? What is the role of generic strategies in achieving a sustainable competitive advantage in Safaricom Limited? This was a case study research. Primary data was used in this study. Primary data refers to what is collected directly by the researcher for the purpose of the study. An interview guide was used to collect the primary data. The collected data was organized, categorised on its themes and relationships between the categories established for easy and accurate analysis. The data was then evaluated and analyzed to determine the adequacy, the accuracy, the credibility and the usefulness of information in answering research questions in order to achieve the objectives of the study. Content analysis was employed to process data collected. This study found that cutting edge technology was helping Safaricom limited in achieving a sustainable competitive advantage. Safaricom limited was the first telecommunication service provider to adopt a 3G+ technology and money transfer services by use of mobile phones (M-PESA). The study also found that resource based view in Safaricom limited was highly influencing the achievement of a sustainable competitive advantage. The major resources in Safaricom limited include technological resources, human resources, knowledge resources, financial resources and assets.