Managers’ Perceived Effectiveness of Competitive Strategies Adopted by Nation Media Group, Kenya in Response to Environmental Changes

Abstract

This study sought to establish the perceived effectiveness of competitive strategies adopted by Nation Media Group. Measuring the effectiveness of a strategy is not standardized but can be deduced from causation of factors. This means that a trigger from the environmental forces makes an organisation to devise response strategies. How well and fitting these strategies are determines their effectiveness. A case study research design was adopted. Questionnaires were used to collect data and inferential statistics used to analyse and explain the variables and their relationships. The findings revealed that product diversification and research and development are the most effective and most desired response strategies by NMG. Other strategies were seen to be of great importance with a rating of above 3 out of 5. Various strategies fit different situations and according to this research the strategic managers should endeavour to develop and use the most relevant strategies to respond to changes in the environment. The study was limited to the major strategies used by major companies to respond to the most regular environmental changes in the media industry in Kenya. The study establishes a framework for examining effectiveness of strategies case by case and as such other companies can be studied equally using a similar framework and then narrowing down to specific needs by product managers, more effective strategies can be formulated and reviewed from time to time for their effectiveness.