Competitive Strategies Used by Nas-servair to Achieve Sustainable Competitive Advantage in Kenya

Abstract

The main purpose of the study was to identify the competitive strategies used by NASServair to achieve sustainable competitive advantage in Kenya. The research design for this study was case study. The main aim of this study was qualitative. This study applied primary data only. An interview guide was used in the collection of the primary data. The interviewees were three top management employees from NAS-Servair; these include business development manager, catering operations manager and the technical manager. The responses were processed; the compiled and filled interview guides were edited in order to ensure completeness and consistency. The study findings established that sustainable efforts of an organization are a primary source of competitive advantage; strategies they apply in pricing depend upon the basic requirement of the clients in terms of corporate negotiations on the product mix; pricing strategy as a sustainable competitive advantage ensures that ventures operating in the same industry in a location will tend to have pretty much the same cost structure, meaning that when one competitor cuts price; sustainability is a basic requirement for holding the market for the hotels to gain more revenue; the promotion strategies the company uses marketers as a promotion strategy entry in the market to gain a sustainable competitive advantage in the market; the clients are the basic determinants of sustainability of the company hence their feedback is highly appreciated to maintain and improve on the standards offered; and the corporate culture influences strategic design of the company in creation of competitive advantage and that ambidextrous strategies have been used by the NAS-Servair to give the company a sustainable competitive advantage position over competitors by keeping relevant to all sectors and providing diversification of products so as not to rely on one product. The study recommends that NAS-Servair should try to create a sustainable competitive advantage (SCA) in the market which it competes. Promotion strategies used should have a sound understanding of consumers’ perceptions of and preferences for particular products and how they differ across cultures/countries. NAS-Servair in choosing the competitive strategies to adopt are faced by a number of factors should consider organizational resources and capabilities, environmental dynamics, organizational leadership and the culture of an organization. NAS-Servair should allow managers to consider ways to grow the business via existing and/or new products, in existing and/or new markets and this helps companies decide what course of action should be taken given current performance. NAS-Servair should make use of SWOT analysis in summarizing key issues from the business environment and the strategic capability of an organization that are most likely to impact on strategy development.