An Empirical Analysis of Strategic Positioning on Competitiveness of Private Universities in Nairobi City County, Kenya

Abstract

This study examined the influence of strategic positioning strategies on the competitiveness of private universities operating and licensed in Nairobi City County, Kenya. To achieve the stated aim of the study, the following specific objectives were used: to explore the influence of cost leadership strategy, to establish the influence of market focus strategy, to establish the influence of product differentiation strategy, and to examine the influence of innovation strategy on the competitiveness of private universities. The study was supported by the following theories: Porter's theory of competitive position analysis, the game theory as well as the innovation theory. The study adopted ddescriptive research design. Target population for the study was ninety-three respondents comprising of the DVC(A) and Deans of schools. A simple random sampling strategy was used to collect primary data using semi - structured questionnaires and corroborated by secondary sources of data. Both qualitative and quantitative data collected was analyzed both descriptively and inferentially with the help of statistical package for social science (SPSS) version 24 and MS Excel 2010 and findings presented by statistical tables. From the study results, strategic poisoning strategies were found to have a statistically significant effect on the competitiveness of the surveyed private universities. Based on the study findings, the study recommended that the universities improve their strategic positioning strategies so as to improve their competitiveness.