EFFECT OF STRATEGIC INTENT ON FIRM PERFORMANCE IN THE CONTEXT OF SAFARICOM LIMITED IN KENYA
Mugunda Mary Wanjiku - Faculty of Business, Computer Science and Communication Studies, St. Paul’s University, Kenya
Godfrey M. Kinyua (PhD) - School of Business, Kenyatta University, Kenya
Julius M. Kahuthia (PhD) - Faculty of Business, Computer Science and Communication Studies, St. Paul’s University, Kenya
ABSTRACT
Safaricom Limited is a leading mobile network operator in Kenya. Currently the company has a nationwide network which ensures customers across the country have access to its products and services. The Company has retained a market leader position despite its services being relatively expensive compared to its competitors. The changing business landscape in the mobile telecommunication industry necessitates that Safaricom limited adopts various strategies in order to compete effectively. This study sought to establish the effect of strategic intent on performance of Safaricom limited Kenya. The study adopted a descriptive research design and targeted 187 employees at Safaricom limited out of which the researcher selected a sample of 127 respondents using Slovenes formula. Data was analyzed using the statistical package for social sciences. The relationship between the variables was tested using correlation and regression methods while results was presented in frequency tables, pie charts and bar graphs. The findings of the study indicated that strategic intent has a positive relationship with firm performance in the Safaricom limited Kenya. Finally, the study recommends that strategic intent should be formulated in the organization to envision the organization to achieve a competitive advantage through success of carefully measurement of risks and innovations which rivals find difficult to imitate.
