Competitive Strategies Adopted by Jetlink Express Limited in the Eastern African Region

Abstract

The purpose of this study was to determine the competitive strategies adopted by Jetlink Express Limited within the Eastern African Region. A case study was employed as the unit of analysis was one organization. There is no precedent of such a study specific to the airline and the Region thus presenting a significant gap. Through identifying departmental representatives interview guides were administered to gather relevant information to be used for analytical purposes. This enabled the researcher to interpret the results from the study to analyze the respondents’ views about the competitive strategies adopted and the related challenges. The study established that Jetlink adopted competitive strategies that enabled it not only to survive and grow, but to counter the challenges experienced in the East African airline industry. In conclusion strategic management is necessary in a bid to survive and grow, it should be continuous with a keen eye on both internal and external environments looking out for strengths and weaknesses within the company and threats and opportunities in the external environment. The company however has been able to deal with those challenges through the strategies it has put in place which have given it a large market share and has maintained its competitive edge.