Competitive Strategies and Performance of Britam Holdings Limited in Nairobi City County, Kenya.
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Date
2020
Authors
Mwobobia, Rolline Miriko
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
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.
Description
A Research Project Submitted to the School of Business in
Partial Fullfillment of the Requirement for the Award of the
Degree of Master of Business Administration in Strategic
Management Kenyatta University
Keywords
Competitive Strategies, Britam Holdings, Nairobi City County, Multinational Corporations, MNCs