Strategic Orientation, Competitive Advantage and Business Performance of Firms in the Oil Industry in Kenya (Case Study: Eldoret Municipality-Kenya
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Date
2007-06
Authors
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Publisher
Kampala International University, College of Economics and Management
Abstract
The purpose of the study was to identify relationship between strategic.
orientation, competitive advantage and business performance of oil firms in the
oil industry in Kenya.
The study was carried out in Eldoret Municipality Uasin Gishu District, Nandi
North of Rift Valley Province. The theoretical framework in the study is based on
Generic Strategies by Michael Porter and Miles and Snow Typology.
The study design was based on a survey of oil firms in the oil industry in Kenya.
The sampling units were oil firms and customers. These included headquarters of
ten oil firms and seven fuel outlet stations. The sample size included ten oil
firms and those were British Petroleum/shell, Total, Kenol/Kobil, Petro, NOCK,
Kenol/Kobil, Mobil, Fuelex, Caltex Et Metro. Ten managers one from every firm.
were interviewed and thirty five customers; five from every fuel outlet. The
sampling methods used in the study included stratified and purposive sampling.
The data collection methods used in the study included both secondary and
primary data; questionnaires were used to gather data from customers and
interview schedules for management of the oil firms. Data analysis included both
qualitative and quantitative techniques. Descriptive statistics were used and
Lhey Involved, l1equencies, tables and cross tabulations.
The study findings reveal that firms in the oil industry in Kenya adopt three types
of strategic orientations these are; differentiation strategy, cost leadership and
focus strategies. The study revealed that there is a distinct relationship betweengeneric
strategies and Miles and Snow typology. The; findings also reveal that
there is an independent relationship between strategic orientations and
competitive advantage. The study further revealed that there is a distinct
relationship between strategic orientation, competitive advantage and business
performance.
Description
A research report submitted to the School of Business and Management in Partial Fulfillment for the Requirement of the Award of a Bachelors Degree in Business Administration (Accounting) of Kampala International University.
Keywords
Oil Industry, Strategic Orientation, Business Performance, Eldoret Municipality-Kenya