Nakumatt holdings strategy.pdf - COMPETITIVE STRATEGIES ADOPTED BY NAKUMATT HOLDINGS LIMITED TO GAIN COMPETITIVE ADVANTAGE BY MIRIAM MUKAMI CHEGE A

Nakumatt holdings strategy.pdf - COMPETITIVE STRATEGIES...

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COMPETITIVE STRATEGIES ADOPTED BY NAKUMATT HOLDINGS LIMITED TO GAIN COMPETITIVE ADVANTAGE BY MIRIAM MUKAMI CHEGE A RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION, SCHOOL OF BUSINESS, UNIVERSITY OF NAIROBI OCTOBER 2014
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ii DECLARATION This research project is my original work and has not been presented for a degree or any other award in any other university. Signed: _________________________________ Date: _________ ________________ MIRIAM MUKAMI CHEGE D61/63155/2011 This research project has been submitted for examination with my approval as the University Supervisor. Signed: _________________________________ Date: _________ ________________ PROF. EVANS AOSA Supervisor, School of Business University of Nairobi
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iii ACKNOWLEDGEMENT The attainment of my MBA is a great milestone that I cannot celebrate alone. My sincere gratitude to the almighty God for His steadfast favour, guidance and provision. I am also appreciative of my supervisor’s guidance as well as the faculty and fellow classmates who gave me motivation during the presentation of the research proposal. I am equally grateful to the Chief Executive Officer and managers at Nakumatt Holdings who were interviewed in this study for their time and acceptance to open up their business as a case for this study. Finally, I give tribute to my family, parents and siblings who were a great source of encouragement during the whole period of study and research.
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iv D EDICATION This research project is dedicated to my two dear children, Bridgitte and Bryan for their inspiration.
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v ABSTRACT Competitive strategy in business is central for survival and growth. How well a business is able to build and sustain its advantage is a question of strategy and how competitive those strategies are based on internal as well as market dynamics. In Kenya, the retail business has in the last ten years experienced exponential growth. This sector has entered a phase of cut-throat competition with new entrants coming on board and multi-billion shilling expansion plans by key supermarkets including Nakumatt, Uchumi, Tuskys and Naivas. Nakumatt Holdings Limited leads the pack with a turnover of KES.38 billion and a profit of to KES.312 million in the year to June 2012 compared to its Nairobi Securities Exchange listed rival Uchumi Supermarkets which achieved a profit of KES.273 million on revenues of KES.14 billion for the year ended June 30, 2012. This research project is a case study undertaken to establish the competitive strategies that Nakumatt Holdings limited has adopted in Kenya and how such strategies has given it competitive advantage in this highly competitive market. This study involved collecting primary data from face to face interviews with five senior managers in the retailer using an interview guide and secondary data collected from newspapers, the internet and review of internal documents. Content analysis was used to analyze the data in line with emerging themes. The study established that strategy has a central place in Nakumatt’s growth with numerous strategies having been adopted. These are customer-orientation,
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