Challenges Facing Pesapoint Limited in the Implementation of Competitive Strategies as a Third Party Atm Network in Kenya

Abstract

The main aim of this study is to investigate challenges faced by PesaPoint limited in implementation of its competitive strategies as a third party ATM network in Kenya. The study reviewed other studies on strategic management, competitive strategy, strategy implementation and finally on competitive strategy implementation challenges. Challenges that occur during the implementation process of competitive strategies are an important area of research because even the best strategies would be ineffective if not well implemented. This study was conducted through a case study and it is considered suitable as it allows an in-depth study of the subject .The study used primary data collected from key informants through interviews and it involved top level management of the organisation. The data was qualitative in nature and therefore, content analysis was used to analyse the data. The study found that competition in the catchment areas of third party ATM network in Kenya is quite stiff. It was clear from the study that strategic responses to implementation of competitive strategy in the market included provision of high quality services, providing superior customer service and use of latest technology. The researcher concluded that the competitive strategies adopted by PesaPoint limited in response to changes in the market were offering high quality services, providing superior customer service, offering services not offered by competitors, introducing new services to the market, and the use of latest technology. The study provides useful information for decision making to the various stakeholders in policy, theory and practice. It will help the management of PesaPoint in understanding the challenges to the implementation of its competitive strategies and possible solutions to those challenges. The CBK will also find the study useful in guiding formulations and review of policies in the industry that will affect third party ATM’s network in Kenya.