Strategic positioning in a liberalized business environment: a case of COMTEC Group Limited in Kenya

Abstract

As markets have become more crowded and customers more discerning and varied in their demands and expectations, the targeting decisions facing companies have become more critical. Competitive positioning decisions embrace the identification of the target market(s) and the competitive advantage that will be pursued in serving the target(s). The positioning perspective recognizes that for resources to be leveraged for economic benefit, it requires their application in the market place. It also recognizes if that application is to be sustainable in the face of increasing competition, then competitive advantage must be built on distinctive resources and capabilities. This study is a practical contribution on how to create competitive positions in the Kenyan liberalized business environment, how they can be defended against competitor encroachment once created and challenges faced in the process. COMTEC was used as the context. Data collection was carried out through in-depth interviews with respondents. Information collected was analyzed using content analysis. - From the dings, COMTEC has employed a combination or price, quality, innovation, service and tailored positioning strategies. Major challenge_s encountered include the rapidly changing regulatory environment, scarcity of financial resources and competition from startups and established equipment manufacturers who have established regional offices locally in Kenya. Findings indicate that the company's implementation of strategies has greatly been hampered by slowness in management and internal weaknesses. To achieve objectives and measure performance, the company has put in place measures to address the challenges and ensure positive trends.