The Role of Competitive Strategies in Enhancing Performance of Selected DT-Saccos in Nairobi City County, Kenya
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Date
2025-03
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EdinBurg
Abstract
The contemporary operational environment of organizations is characterized by rapid shifts
and heightened unpredictability, driven by factors such as evolving consumer behaviour,
globalization, increased competition, and market deregulation. This study investigates the
impact of competitive strategies cost leadership, differentiation, customer focus, and growth
on the performance of deposit-taking Savings and Credit Cooperative Societies (SACCOs)
within Nairobi City County, Kenya. Grounded in the resource-based view, configuration
theory, and goal-setting theory, the study utilized a descriptive research design targeting 215
administrative employees across various SACCOs. A stratified proportionate sampling method
was employed to select 109 participants. Data were collected using semi-structured
questionnaires, and analyzed through the Statistical Package for Social Sciences (SPSS),
focusing on descriptive and inferential statistics, including regression and correlation analyses.
The findings revealed that cost leadership strategies, particularly cost adjustments and
competitive pricing, significantly improved operational efficiency and organizational
performance. Differentiation strategies centred on offering unique value-based products, were
also positively correlated with better performance outcomes. Additionally, customer-focused
strategies were shown to enhance customer satisfaction and loyalty, while growth strategies,
such as market penetration and product development, contributed to increased SACCO
performance. The study concludes that the effective implementation of these competitive
strategies is essential for boosting the performance of SACCOs. Recommendations include
investing in technological innovation, fostering strategic alignment, and institutionalizing
continuous strategy monitoring. Future research should explore the impact of organizational
culture and external environmental factors on SACCO's performance.
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Muchiri, T., & Muthimi, J. (2025). The Role of Competitive Strategies in Enhancing Performance of Selected DT-Saccos in Nairobi City County, Kenya. Journal of Strategic Management, 5(1), 23-42.