Strategies for developing sustainable competitive advantage at Siginon freight ltd, Kenya

Abstract

This study investigated development of sustainable competitive advantage at the Siginon Freight Limited, Kenya. The aim of every organization in the market is to outsmart the competition leading to development of competitive advantage. Competitive Advantage was considered as the prolonged benefit of implementing some unique combination of internal capabilities and external advantages that differentiated between competitive and non-competitive industry players. The general objective of the study was to establish the development of sustainable competitive advantage. To achieve the main objective, a content analysis of major documents at the company concerning strategic planning was reviewed. Interviews from key Siginon staff were carried out to get an in-depth view of the strategies used to develop competitive advantage at the company. In its findings, competitive pricing, human resource management, service reliability, safety and security, differentiation, image building coupled with a strong resource base and IT management was identified. The study could be of great significant interest to the corporate world in Kenya and may have generated new information that could be used for policy formulation by the various players on the logistics market. Clearly, the study points towards enabling strategists to develop sources of competitive advantage that are manageable in order to steer logistics companies carefully into future success. The research also advanced the work of previous scholars and academicians. In particular it gave a supporting point to the competitive strategies and sustainability of competitive advantage. Based on the research findings the study concluded that organizational learning and management of information technology formed the main source of sustainable competitive advantage at Siginon Freight Limited, Kenya.