Authors : Alice Mildred Okeyo; Brown Kitur

Volume/Issue : Volume 8 - 2023, Issue 10 - October

Google Scholar : https://tinyurl.com/bdwkvyxf

Scribd : https://tinyurl.com/52236p8s

DOI : https://doi.org/10.5281/zenodo.10099611

Abstract : The main objective was to determine the competitive strategies and organizational performance of the entertainment industry in Kenya through a case study of Multi-choice Limited. Specific objectives included examining the effect of cost leadership strategy and differentiation strategy on the performance of the organization at Multi-choice Limited. The Resource- Based View and Contingency Theory support the Competitive Advantage Theory, which serves as the study's primary anchor theory. The study, population was 185, and a sample size of 92 was selected using stratified random selection. Questionnaires were used during the data collection process. To take part in the pilot study, ten Star-Times Kenya Limited employees were chosen at random. SPSS and fundamental statistics were used to examine the quantitative data. The data was presented using tables and graphics. According to the study, cost leadership strategy, and differentiation strategy influence the organization's performance. According to the recommendation given, Multi-choice Limited should choose to follow a cost-leadership strategy and differentiation strategy and concentrate more on gaining a competitive edge by having the lowest expenses in the industry. Multi-choice Limited's management should think about incorporating cost leadership principles within the organization's divisions and departments. The study suggests further research on the effects of organizational structure, forms of ownership, and strategic alliances on competitive strategies in Kenya's entertainment sector. Further research should be carried out to validate its findings.

Keywords : Cost-Leadership Strategy, Differentiation Strategy,Competitive Strategies Organizational Performance,Entertainment Industry, Multi-choice Limited.