Competitive strategies adopted by Kenya Broadcasting Corporation in response to environmental challenges
The study set to explore the competitive strategies adopted by Kenya Broadcasting Corporation in response to environmental challenges. The objectives of the study were to identify environmental challenges in the media industry that have affected KBC and to determine competitive strategies adopted by KBC to cope with environmental challenges. The study adopted case study design and primary data was collected using questionnaire. The data was analyzed using content analysis. The study found that key challenges affecting departmental operations at KBC were: Political factors such as the hiring of chief executives by government and political interference. In the same; legal environmental constraints, which include liberalization of airwaves and its effect; Economic environmental constraints like the consumers' spending patterns, downturn in the economy, energy crisis in the country and recessions in the economy; Technological factors encompassing the emergency of substitutes, which render existing products obsolete, untapped opportunities as a result of new entrants and resistance of technological change by the employees. The strategic responses applied by departments to cope with environmental challenges at KBC were: Turnaround strategy which involve reduced work force to cut down on operating cost; Embracing New Technology such as elimination of manual operations and better customer service through handling of customer queries; Strategic planning where senior management provided leadership in strategic plan and developed strategic plan Customer focus strategy involving meeting agreed delivery schudules compared to competitors and provide adequate after sale service, and marketing policies such as introduced new produce and improving on existing products.