Effectiveness of Differentiation Strategy on Business Performance of Kenyan Betting Companies.
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 7
Abstract
As it is vital to check on the internal capability of a firm, it is more advantageous to evaluate the scope of the strategy and the effectiveness so that a firm becomes saturated with unique competitive advantage vis a vis its resources and capabilities. The research aimed at analyzing effectiveness of differentiation strategy on business performance of Kenyan Betting Companies. The study used a survey research design. The study targeted 90 employees in the various 7 betting business. These are Sport pesa, Betway, Mcheza, Betin Kenya, Bet yetu, Betika and Elite bet. Data were collected using questionnaires. Descriptive statistics was used to analyze the data with the help of Statistics Package of Social Science (SPSS) in determining the extent of implemented competitive strategies on Kenya’s betting firms. Chi square (X2 ) was computed in determining the interdependency of variables. This involved the use of expected frequencies and observed frequencies at 5% significance levels for which its value is available in the statistical tables. The studies found out that differentiation strategy on business performance were significant (p ≤ .05). Managers need to ensure that the message of differentiation reaches the clients, as the customer’s perceptions. The betting companies may adopt Niche market may result in changing a product in order to improve differentiation; the changes themselves are not differentiation.
Authors and Affiliations
James Change
Keywords
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- EP ID EP412207
- DOI 10.9790/487X-2007062227.
- Views 64
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