Competitive Strategies Adopted by the Jomo Kenyatta Foundation in Kenya

Abstract

The main aim of this study was to establish the competitive strategies adopted by the Jomo Kenyatta Foundation in Kenya. This study was driven by the fact that no much research has been done on the publishing industry in Kenya, thus the finding of this study will be replicated to other publishing firms in the country. The study had two objectives to achieve: To determine the kind of competitive strategies that have been adopted by The Jomo Kenyatta Foundation in Kenya and to establish the challenges arising from such strategies. This was a case study that targeted the management staff of The Jomo Kenyatta Foundation. Data was collected using an interview guide which was filled by the seven managers of the organization. This study concluded that Jomo Kenyatta Foundation applies a number of strategies to enable it survive in a competitive market environment. The competitive strategies adopted by the organization include customer relations, diversified products, competitive pricing and product promotion. In as much as the organization applies a number of competitive strategies, the study concluded that the challenges facing the organization in implementing its strategies include: unfair competition; lengthy procurement process, cost constraints; Government and Ministry of Education regulations and poor reading culture. The key recommendation in this study is that further investigation be carried out on competitive strategies employed by publishing firms employing forms of research other than the one used in this study.