Challenges Facing The Implementation Of Resource Based View Strategy In Kenya Power And Lighting Company
The Resource Based View is a business management tool used to determine the strategic resources available to a company. The fundamental principle of the RBV is that the basis for a competitive advantage of a firm lies primarily in the application of the bundle of valuable resources at the firm's disposal (Wemerfelt, 2004). KPLC is a Kenyan based company which transmits power through Kenyan Zones. For it to remain in the market and competitive KPLC employs diverse strategies to enhance it competitiveness and retain it market share. This study was motivated by the need to establish the challenges facing the implementation of the resource based view strategies in KPLC. To achieve this objective, the study used a case study design. The study used interviews to collect data for the study; the interviewees were the top managers and functional heads in charge of finance, risk management, information technology and operations, human resources, marketing and research division, and public affairs and communication division. The data was analyzed using content analysis. The study noted some setbacks to the company’s effective marketing and planning. . The company faces government controls and intervention, there is unstable fluctuation of the dollar exchange rates and fuel prices which in turn affect tariff rates and their yield in the normal three- year cycle of tariff reviews. The market segmentation is ineffective, low affordability of the cost of power by most of power consumers and mix of marketing functions with other functions such as the operational function. This findings are and will provide a valuable insight on challenges facing implementation of resource base view strategy at Kenya power and Lighting Company and ways of minimizing them for effective resource based view strategy implementation at the company.
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