Adoption of Competitive Advantage for Performance of Heritage Insurance Company Ltd

Abstract

Today's uncertain and unpredictable situations in the environment are characterized by fast change. There is intense rivalry in the insurance market, therefore businesses operating in this sector need to implement competitive tactics to give themselves an edge. This study set out to examine Heritage Insurance’s competitive strategies and its perceived influence on the performance of the company. The research was anchored on two key theories, Industrial Organization Economics theory and the Dynamic Capabilities theory. Information was gathered through conducting interviews based on the interview guide that had been developed. Primary data was collected, and which was supplemented by secondary data which included the strategic plan, company minutes and relevant published magazines and newsletters published by the company. Content analysis was used to analyse the qualitative data that had been gathered. According to the findings, the company employs a number of different competitive strategies in order to maintain an edge over its rivals. Product differentiation, cost leadership, product development, market penetration, and technology are all used as competitive tactics. The study findings suggest that Heritage Insurance company has enormous opportunities they can seize with its present capabilities and plans. Hence, in order to expand the business and be the pioneer of the market, it has to devote more resources and capital funds. According to the results, leading businesses understand the need of adopting competitive tactics to maintain their position in the market. Companies that successfully develop and execute competitive strategies have an edge in the market and are better equipped to hold on to their current clientele. The study recommends that the company to adopt innovative technologies that will enable it to exploit new markets in the fiercely competitive insurance sector environment.