Analysis of Factors Influencing Implementation of Competitive Strategies among Electronic Retail Firms in Nairobi CBD, Nairobi County, Kenya

Abstract

This study sought to analyze factors influencing implementation of competitive strategies among electronic retail firms in Nairobi County. The study used descriptive research design. Records from the Ministry of Industrialization and Enterprise Development shows that there 3445 registered electronic retail enterprises that informed the target population of the study. From the target population of 3445 the researcher used stratified random sampling to get a sample size of 346. Primary data was gathered via a questionnaire. Statistical Package for Social Sciences (Version 26) was used to examine quantitative data. Descriptive statistics of frequency, percentage were calculated. The results from the regression showed that organization culture had the highest effect on implementation of competitive strategies with a coefficient of 0.133, followed by resource allocation, organization environment with a coefficient of 0.347, strategic communication with a coefficient of 0.150, organization environment with a coefficient of 0.167 and resource allocation with a coefficient of 0.296. The study recommends that an organization need to ensure that when implementing competitive strategies, they need to consider all the variables of the study as they had influences on the execution of competitive strategies.