Strategic responses and dynamic business environment at Copy Cat ltd Kenya

Abstract

The business environment has been characterized as complex, dynamic, multi-facet and having far reaching impact on organizations that operate within it. As a result of these characteristics, the business environment is composed of various factors, events, conditions and influences which interact with each other to create an entirely new set of influences leading to constant environmental change. This was a case study, with the objective to establish the strategic responses adapted by CCL to the dynamic business environment. The study used both primary and secondary data. Primary data was collected through an interview guide while secondary data was in the form of the company’s five year strategic plan. The study found from the majority of respondents that there had been major changes in the business environment. The changes that had had a major impact on the operations of CCL included; economical, political, legal, social technological change as well as increased competition. The study also revealed the strategies that CCL had adopted to deal with the changes in the environment that it had encountered. They included; a strategic five year plan, strategic partnerships, embracement of new policies, fair and rigorous employment process, expansion into other East African countries, product differentiation, research on what is trending in the market, involvement in CSR as well advertisement of products and services. Overall, the study concluded that CCL had responded well to changes in the business environment and that the strategies adopted had had a positive impact on the company. The study also concluded that the IT industry was highly dynamic and that the company could face tougher challenges in the future and as a result, should be prepared to deal with them. The study recommended that departments in the organization needed to work more closely together, the staff being recruited should have the necessary knowledge of the job, thorough analysis as well as review of strategies adopted and that the company should work closely with the government to ensure necessary laws are put into place to protect the interests of the industry. The findings of such research could potentially provide important insights into the changes in the environment, to the policy makers, regulators and the government and how they can partner with IT firms to help them deal with these changes. The study also made positive contribution to the strategic management literature by focusing on the relationship between business environment changes and response strategies, and hence the integration of Contingency and Dynamic Capabilities theories.