Abstract: Good strategies are needed in order for organisations to succeed in a competitive worldwide environment. Safaricom needs competitive strategies to allow them to overcome the competitive difficulties they face in their operating environment. The rise in Kenya's telecommunications companies has led in harsh competition. Safaricom seeks to take full advantage of the possibilities open to them in this respect in order to gain competitive advantage. This research therefore aimed to determine the impact of differentiation strategy on telecommunications industry performance in Kenya. This study used the design of descriptive research. There were 58 participants in the target population. A census was conducted of 58 participants. Using questionnaires, primary data was gathered. The mean and standard deviations were used to analyze quantitative data gathered as descriptive statistics. The study found a significantly positive influence between differentiation strategy and the performance of Safaricom. The research concludes that a good strategy to product differentiation produces customer loyalty and the same strategy that gains market share through perceived quality or cost savings can create consumer loyalty and recommends that Safaricom continue to give customers quality or value in order to maintain customer loyalty.
Keywords: Differentiation Strategy, Organizational Performance.
Title: INFLUENCE OF DIFFERENTIATION STRATEGY ON THE PERFORMANCE OF SAFARICOM KENYA LIMITED
Author: Kitheka Collins Moses, Mr. Shadrack Bett
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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