Competitive strategies adopted by Zain Kenya limited

Abstract

It is notably clear that the environment m which organizations in various industries especially Mobile Telephony are operating is very turbulent. Technological, political legal and social-cultural factor, threat of new entrant substitute products bargaining power and supplier cannot be underestimated .Competitive strategy is increasingly effective the more it provide good defense against the firm competitive forces influences the industry competitive rules in the company favor and help create sustainable competitive advantage (Thompson & Strickland, 1990). The research objective of the study was to determine the competitive strategy used by Zain Kenya using porter generic model of overall cost leadership, differentiation and focus. In order to achieve this objective an interview guide was adopted. Primary data was collected using personal interviews five out of six respondent were interviewed. The data was analyzed using content analysis. The following conclusions were made: There is use of more of differentiation and cost strategy but a combination of generic competitive strategy developed by porter are more pronounced in the company, major challenges facing implementation of the competitive strategy include: limited finance resources, frequent change in the management and frequent change in business environment. Lastly the factor that had great influence on choice of competitive strategy was the manager perception and leadership style, external environment and resources available. The result of this research will be invaluable to the company, other companies in the industry and other researcher.