Thesis:

Influence of apples’ competitive positioning on performance of wearable technology market in Nairobi County, Kenya

This study analyzed the influence of apples’ competitive positioning on the performance of wearable technology market in Nairobi County, Kenya. The specific objectives of the study was: to determine the influence of product innovation positioning, assess the influence of brand positioning, examine the influence of customer service positioning and establish the influence of ecosystem lock-in position on the performance of wearable technology market, Kenya. This study aims to offer insights into how apple can strengthen its competitive position and retain market leadership. Research shows that among the major rivals, including Xiaomi Corporation, with a market share of 8.8%, and Samsung Electronics, standing at 8.5%, Huawei finished fourth place as it registered to have a market size of about 6%. On the other hand, research indicates that despite the tough competition between these firms, Xiaomi manufactures both premium products for middle-class customers and low-priced ones for lower-class wage earners. The study was hinged on the Resource-Based View Theory and Porter’s Five Forces Model. The study utilized a cross sectional research design. A sample size of 118 respondents was determined from a target population of 177 people using Krejcie and Morgan Table. Questionnaires and interview schedules were used in collecting data. The instruments were tested for reliability using Cronbach’s Alpha while content validity was assessed using expert opinion. The study employed both descriptive and inferential statistics in analysis and used correlation and regression analysis as key analytical models. Results established varied disparities in performance of wearable technology market. Regression results demonstrated that apples’ competitive positioning (product innovation positioning, brand positioning, customer service positioning, and ecosystem lock-in positioning) all had statistically significant influence on performance of wearable technology market. The Coefficient of Determination or R square stood at 0.741, which implied that 74.1% of the variation in the performance of wearable technology market was explained by variability in the variables under apples’ competitive positioning (product innovation positioning, brand positioning, customer service positioning, and ecosystem lock-in positioning). Pearson Correlation Analysis results further demonstrated a positive relationship among product innovation positioning, brand positioning, customer service positioning, and ecosystem lock-in positioning on performance of wearable technology market. The study recommends more pursuit of apples’ competitive positioning as demonstrated in the Resource-Based View Theory and Porter’s Five Forces Model of apples’ competitive positioning to enhance performance of wearable technology market. Apples’ stakeholders in the market, including industry experts and analysts, distributors of competing technology companies, and apple product distributors within Nairobi County should embrace on the strategies that improves apples’ competitive positioning in order to improve performance of wearable technology market.