Authors :
Walter Odhiambo Opiyo; Dr. Donald Gulali
Volume/Issue :
Volume 8 - 2023, Issue 11 - November
Google Scholar :
https://tinyurl.com/3mdwvc65
Scribd :
https://tinyurl.com/42pxzwyt
DOI :
https://doi.org/10.5281/zenodo.10215978
Abstract :
The rise of globalization has led to the
implementation of business-level strategies in companies
to achieve superior performance in a specific market or
industry. These strategies include cost leadership,
differentiation, and focus strategies. The study was
intended to investigate the effect of focus strategy on
performance of solar companies. A theoretical review
was done of Michael Porter's generic strategies, this was
further followed by a literature review of various
authors and their views concerning solar companies
adopting pay as you go business model and the business
level strategies, the study also examines the performance
measurement of solar companies adopting pay-as-you-go
business models. The study used a descriptive research
design to investigate the relationship between business-
level strategies and the performance of solar companies
using pay-as-you-go models in Kenya. The target
population was Heads of Departments of 18 companies
which are currently afloat in Kenyan Market. Census
survey was conducted on the major 7 heads of
department which were most similar across the solar
companies in each of these companies that is; Human
Resource, Sales, After sales, Marketing, Finance,
Training and the Informational Technology departments
thus the study targets a total of 126 participants. Data
was collected through structured questionnaires
administered by interviewing the respondents. The
researcher employed correlation research design. It was
evident from the results that Focus strategy (β = .480, p
<.05) had positive significant effect on performance. The
unstandardized β coefficient of cost leadership shows
that unit change in the Focus strategy causes 0.437 units
increase in organizational performance levels of Pay-As-
You-Go solar firms in Kenya. The findings also shows
that Focus strategy had positive significant effect on
performance. This suggests that focus strategy has an
effect on the performance of Pay-As-You-Go solar firms
in Kenya. The firms should also establish more strategic
partnerships and good relations for better prices and
hence reducing procurements costs, it also recommended
that, in order to intensify the effect focus strategy on
organizational performance, and Pay-As-You-Go Solar
Firms in Kenya need to focus on providing superior
customer service, investing in research and development,
striving to have an outstanding strong image and
reputation for quality innovation.
The rise of globalization has led to the
implementation of business-level strategies in companies
to achieve superior performance in a specific market or
industry. These strategies include cost leadership,
differentiation, and focus strategies. The study was
intended to investigate the effect of focus strategy on
performance of solar companies. A theoretical review
was done of Michael Porter's generic strategies, this was
further followed by a literature review of various
authors and their views concerning solar companies
adopting pay as you go business model and the business
level strategies, the study also examines the performance
measurement of solar companies adopting pay-as-you-go
business models. The study used a descriptive research
design to investigate the relationship between business-
level strategies and the performance of solar companies
using pay-as-you-go models in Kenya. The target
population was Heads of Departments of 18 companies
which are currently afloat in Kenyan Market. Census
survey was conducted on the major 7 heads of
department which were most similar across the solar
companies in each of these companies that is; Human
Resource, Sales, After sales, Marketing, Finance,
Training and the Informational Technology departments
thus the study targets a total of 126 participants. Data
was collected through structured questionnaires
administered by interviewing the respondents. The
researcher employed correlation research design. It was
evident from the results that Focus strategy (β = .480, p
<.05) had positive significant effect on performance. The
unstandardized β coefficient of cost leadership shows
that unit change in the Focus strategy causes 0.437 units
increase in organizational performance levels of Pay-As-
You-Go solar firms in Kenya. The findings also shows
that Focus strategy had positive significant effect on
performance. This suggests that focus strategy has an
effect on the performance of Pay-As-You-Go solar firms
in Kenya. The firms should also establish more strategic
partnerships and good relations for better prices and
hence reducing procurements costs, it also recommended
that, in order to intensify the effect focus strategy on
organizational performance, and Pay-As-You-Go Solar
Firms in Kenya need to focus on providing superior
customer service, investing in research and development,
striving to have an outstanding strong image and
reputation for quality innovation.
