COMPETITIVE STRATEGIES CONTRIBUTING TO COMPETITIVENESS OF THE KENYAN NATIONAL MUSEUMS: THE CASE OF NAIROBI NATIONAL MUSEUMS
Abstract
Purpose of the study: The study sought to determine competitive strategies contributing to competitiveness of the Kenyan National Museums in a case of Nairobi National Museums. In particular, the study investigated the impact of cost leadership, differentiation and niche strategy on the competitiveness of NMK.
Statement of problem: The influx of new privately owned museums in the industry has posed a considerable competitive threat to the National Museum of Kenya. Introduction of such museums have resulted in NMK losing some of its clients particularly cultural clients who prefer themed museums. A review of the firm’s collective revenue collection also indicates a reduction as the firm recorded reduced revenues in the last three consecutive years.
Research methodology: A descriptive research design was adopted. The investigation targeted the management at NMK who are drivers of strategy at the organization. In total, 80 respondents were selected using the census approach.
Findings: Competitive strategies investigated had a positive impact on the competitiveness of NMK. Cost leadership was observed to have the most significant impact on the competitiveness of NMK. On the other hand, differentiation was demonstrated to have the second most significant impact on NMK competitiveness. Finally, niche strategy was observed to have the least significant impact on the competitiveness of NMK.
Conclusions: The study concluded that for the organization to realize the desired competitiveness, it has to adopt effective cost leadership. The study also concluded that cost leadership strategies, focus/niche strategies and differentiation strategies had a positive effect on competitiveness.
Recommendations: It was recommended the firm need to discontinue or outsource services that do not meet the demands of cost leadership strategy. Additional recommendation was made for the firm to reduce marginal costs of advertising and marketing to enhance their business performance.
Keywords: Competitive strategy, Competitiveness, cost leadership strategies, focus/niche strategies, differentiation strategies, National Museum of Kenya.
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