Competitive Intelligence As A Strategic Tool By The Mobile Phone Operators In Kenya

Abstract

Organizations are increasingly seeking to better understand how they can leverage their value propositions in the marketplace. This practice constitutes effective means, put at the disposal of the company, to supervise its environment, in search of signals likely to constitute opportunities or threats able to influence its results. Thus the companies adopt competitive intelligence which helps them to understand the forces that influence the business environment and, more importantly, to develop appropriate plans to compete successfully. The study sought to establish the extent to which competitive intelligence was used as a strategic tool by mobile phone service companies in Kenya. In attempting to achieve the objective; a survey research design was adopted. The population of the study consisted of all mobile phone service companies operating in Kenya which are four. The study used primary data which was collected through a self administered questionnaire. The data was analyzed by the use of descriptive statistics to summarize and relate variables which were attained from the administered questionnaire. The study established that the mobile phone companies use competitive intelligence as a strategic tool to asses current and potential market place for opportunities, assist the executive to monitor the performance of the team from time to time and setting performance targets, continues scanning competitor threats, the executive been continuously updated on the threats posed by competitors, competitor risk to be routinely evaluated to establish the impact it has on the current strategy, assist the intelligence team provide tailored responses to counter competitor risks in the environment, assist in testing the assumptions underlying the strategic plans for a period, assist the intelligence team identify the changes in the regulatory environment, the intelligence team participate in the development of the organizations strategy and continuous monitoring of customer insight and response patterns. It also assist the companies to reduce risk, avoid information overload, ensures privacy and security of information, helps in the use of corporate information strategically and development of appropriate plans to compete successfully.