Competitive Strategies and Performance of Britam Holdings Limited in Nairobi City County, Kenya.
Mwobobia, Rolline Miriko
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The global business environment within which Multinational Corporations (MNCs) operate is characterized by dynamic and complex political, economic, social, cultural, technological, and legal aspects. The entry of new firms in the Kenyan market has tightened the level of competition among MNCs, which has necessitated designing and implementing of new competitive strategies to enhance performance. The aim of this study is to examine competitive strategies that MNCs adopt to cope with competition in the insurance industry in Kenya. Specifically, the study sought; to determine the influence of mergers and joint ventures on Britam Kenya competitiveness; to examine the influence of vertical and horizontal integration on Britam Kenya competitiveness; to assess the influence business practices on Britam Kenya competitiveness. The study adopted a descriptive research design.The target population of the study was 887 staff at Britam holdings Ltd Nairobi.Stratified disproportionate sampling was used to select 269 employees. The tool for data collection was a questionnaire. Reliability of data was tested using Cronbach’s alpha where an alpha value of at least 0.60 and above for the instruments was considered reliable. Data was analysed through both qualitative and quantitative methods. Data collected was edited, coded, and entered SPSS (statistical package for social sciences) version 23 before it is analysed by generating both descriptive and inferential statistics. Presentations of results was done using figures and tables. The findings of the study indicated that mergers and acquisition, vertical and horizontal integration and innovative business practices have a positive relationship with performance of Britam holdings limited. The study recommended that multinational companies should embrace competitive strategies so as to improve performance of their companies and further research should to be carried out in other public institutions to find out if the same results can be obtained.