Strategic responses by Parklands sports club to changes in the external environment, in Kenya
Organizations exist within an external environment. They depend on the external environment for their inputs and rely on the same environment to absolve their outputs. The external environment is dynamic and is in a continuous state of change. For an organization to compete effectively, it should continuously scan the external environment for opportunities and threats and respond with appropriate strategies to either take advantage of the opportunities or insulate the organization from threats. Only organizations which maintain a strategic fit between their activities and their external environments succeed in the long run. This study was about strategic responses of Parklands Sports Club to changes in the external environment. The study was undertaken using a case study design as its research design. A case study design allows for an in-depth analysis of the chosen organization. The researcher collected both primary and secondary data. Secondary data was collected from the organization‟s sources such as information booklets, newsletters, and staff circulars. Primary data was collected through personal interviews of four senior managers of Parklands Sports Club, with the help of a structured interview guide. The study found that Parklands Sports Club was affected by changes in the external environment and responded to the changes using a variety of strategies such as: improvement in customer service, investment in information technology, diversification, and outsourcing among others. The researcher recommends that since service delivery is the core activity of Parklands Sports Club, increased focus on customer satisfaction is required. Since this is a case study of one organization, the research findings cannot be generalized on other organizations. The researcher therefore suggests that further research be conducted on similar organizations to get a better understanding of this sector of the economy as far as strategic responses to external environmental changes are concerned. In the process of conducting the study, limitations such as time constraints and busy working schedules of the senior managers, were encountered.