Challenges of Strategy Implementation in Supermarkets in Nairobi, Kenya

Abstract

Strategy implementation is an emerging area of study, and not much has been researched on it. Prior studies have been mostly concentrated on the strategy development process. A good strategy and good strategy implementation are the most trustworthy signs of good management. The better conceived a company’s strategy and the more competently it is executed, the more likely that the company will be a standout performer. A number of factors have led to the growth of supermarkets in Kenya namely liberalization of trade, the increase among the city population and effective and efficient retailing system. With the increasing number of supermarkets, Kenya retail sector has become very competitive as the number of supermarkets and other retail small scale retail outlets increase. This study sought to answer the questions; what are the challenges of strategy implementation in supermarkets in Nairobi, Kenya, and what measures has the supermarkets taken to deal with these challenges? The study comprised of a total of 173 supermarkets in Nairobi, Kenya, a sample size of 30 supermarkets was selected using simple random sampling technique, and a questionnaire administered to the respondents on a drop and pick later method. Out of the 30 respondents targeted, 25 respondents completed and returned the questionnaires for analysis. The findings were varied and it could be concluded that the supermarkets were mainly owned by small investors, individually owned, and managed by employees. The various actors considered moderately affected the strategy implementation process. The measures applied to deal with the challenges were relatively applied at a great level.