Competitive Strategies Employed by Firms in the Courier Industry in Kenya

Abstract

Competitive strategy analyses the core competencies and capabilities of a firm visa is the competition and the customer needs so as to select the positioning the firm will take in order to survive and compete successfully. Today's dynamic markets and technologies have called into question the sustainability of competitive advantage. There are basically three competitive advantage strategies that companies can adopt i.e. cost advantage, differentiation and focus.

This study set out to establish the competitive strategies adopted by firms in the courier industry in Kenya and the challenges faced in implementing the strategies. The data was collected through well-structured questionnaires targeting Chief Executive Officers and marketing Managers of the firms. The findings indicated that the above-mentioned competitive strategies are at play in the country with majority of the firms adopting cost advantage. The firms similarly adopt different means of sustaining their competitive strategies.

The strongest challenges to competitive strategy implementation were competitor reaction and change management while the least challenging were technological competence and management support. Based on the findings of the study, various conclusions, recommendations for policy and practice as well as further study have been made.