Strategic responses by Kenya Airways to changing competitive environment in its international expansion
Organizations nowadays are under intense pressure to fundamentally change how they operate and do business if they are to ensure their survival and competitiveness. Strategic planning is both externally and internally oriented. It is externally oriented to be able to respond to markets and competition in the future, and internally oriented to manage its resources in order to achieve competitive advantage. Motivated by this concern, this research sought to inquire about the changing competitive environment and the strategic responses to the changing competitive environment at Kenya Airways. Kenya Airways environment had the following environmental changes; changes in the regulatory requirements; change in aviation related technology, and increased congestion of critical Hubs demand for lower fares, competition and high staff turnover. A case study was thus conducted to determine the strategic responses of Kenya Airways to this changing competitive . environment. The researcher carried out in-depth personal interviews with the top and middle management of Kenya Airways. According to the study findings, Kenya Airways was able to successfully respond to its changing competitive environment by use of strategies such as customer focus, massive network covering geographical location, privatization and professionalism. The study also revealed three recommendations which organizations should take cognizance of when responding to the changing competitive environment. First, management needs to be trained in order to acquire skills in responding to the changing competitive environment. Secondly, employee participation in the change process is also important. This effectively addresses their concerns during the change process and reduces resistance to change. Thirdly, it is essential that managers clearly recognize and identify various competitors' strategies as they arise in the market in order to develop mechanisms to deal with them. This research contributes to the existing literature and can serve as guidance for managers on how to strategically respond to the changing competitive environment.