Competitive Strategies Adopted By Registered Taxi Firms In Mombasa County, Kenya

Abstract

The success and sustainability of any organization in a competitive environment is determined by its choice of strategy. This survey was an attempt to establish the competitive strategies adopted by taxi firms in Mombasa County. Today’s dynamic markets and technologies have called into question the sustainability of competitive advantages. There are basically three competitive strategies that companies can adopt .i.e. cost advantage, differentiation and focus. This study was set out to establish the competitive strategies adopted by taxi firm in Mombasa and the challenges of competition that the taxi firms faced in adopting these strategies. The data was collected through well-structured questionnaires targeting marketing managers of the taxi firm. The data was collected and analyzed through use means score, percentage and standard deviation the findings indicated that among all the competitive strategies that were researched the strongly adopted competitive strategy by the taxi firms was cost advantage strategy. The findings of the research showed that majority of the taxi firms adopted this strategy. Differentiation strategy was the second strategy which was adopted but only few taxi firms adopted this strategy. Focus strategy was the least adopted strategy among all the competitive strategies. The findings also indicated that the most faced challenge of completion by the taxi firms was the reduced market while the least faced challenge of competition was struggling for passengers. From the findings the researcher was able to speculate that more taxi firms were to soon join the taxi market. The researcher suggested that of his findings could be extended to do further studies on competitive strategies adopted by all taxi firms in Kenya. Based on the finding of the study various conclusions, recommendation for policy and practice were made.