Strategies adopted by Resolution Health East Africa Limited to gain competitive advantage

Abstract

The environment in which business organizations operate has become more volatile, unpredictable and very competitive. Increased competition in the insurance industry and entry of other players into the industry necessitate the design of competitive strategies to guarantee their performance and gain a competitive edge. Crafting and implementing strategies is the heart of strategic management which is critical for the long term survival of any organization. The study sought to establish the strategies adopted by Resolution Health East Africa Limited to gain competitive advantage. The study adopted a case study design which was most appropriate in attaining the objective of the research. Respondents were subjected to the study through an interview guide which collected primary data. Secondary data was from 2010- 2013 strategic plan of the organization. The collected data was analyzed using a content analysis. The study found out that Resolution Health East Africa Limited adopts differentiated strategy, product development strategy, corporate social responsibility strategy, market development strategy and operation efficiency strategy in a bid to gain competitive advantage. Further research should be undertaken to establish strategies that lead to sustainable competitive advantage in other insurance companies. It’s recommended that RHEAL should prioritize attainment of ISO certification as this helps build a strong brand identity which in return leads to competitive identity. The study was limited in that, a lot of time was spent scheduling appointments with interviewees due to their busy work schedule and some interviewees had difficulty answering the questions especially those they considered confidential due to competition.