Influence of Business Strategies on the Performance of Telecommunication Companies in Kenya

Abstract

The context of the study was telecommunication companies; the objective was to establish the influence of business strategies on performance of telecommunication companies in Kenya. It was guided by the following research objectives: to establish the influence of business strategies on performance in telecommunication companies, the study targeted 64 companies operating in Kenya .This was done to explore and highlight strategies that telecommunication companies utilized to spur remarkable growth in terms of the market share as well as its unprecedented strong super profit within the industry in Kenya. The study employed a simple random sampling methodology to select a sample representative of the total population. The main tool for collecting data was questionnaire as a Primary source The questionnaires were personally administered by the researcher to allow for further probing on issues that may not have been clear to the respondents, the data was analyzed using descriptive statistics The study found various strategies were employed that include: technology strategies, new product creation and differentiation, providing outstanding customer service, human resource strategies and competitive strategies. The study concluded that these strategies were found to enhance the performance of this companies resulting to growth and profitability. The findings also show a significant relationship between the strategies adopted by telecommunication companies in Kenya and their respective performances with respect to the following objective performance indicators: total revenue growth, number of subscribers, market share growth and overall performance. The study recommends that telecommunication companies should implement business strategies because they have a link towards profitability, competitive advantage, market share thus the general performance of an organization