Influence of business strategies on competitive advantage: case of cooperative bank of Kenya, Homa bay county, Kenya

Abstract

Competitive advantage means the current conditions that help a company do better than its competitors in the market, which brings growth benefits. The banking industry has strong competition. Some banks succeed while others close down. The strategies a bank uses help it compete well in the market. Good strategies give a bank special competitive advantage, leading to profits, growth, expansion, and customer satisfaction. This study looked at the business strategies used by Cooperative Bank of Kenya in Homa Bay County to gain competitive advantage, while its competitors closed down due to losses. Despite the tough competition in the banking sector, Cooperative Bank of Kenya has continued to succeed in Kenya. The main aim of the study was to look at how business strategies help achieve competitive advantage in Cooperative Bank of Kenya, Homa Bay County. The study wanted to know how much the bank uses strategies like innovation, product development, corporate banking, and capital base in Kenya’s market. Understanding these strategies helps to make better policies for improved performance. The study used a descriptive research design. A census was done in four branches of Cooperative Bank of Kenya in Homa Bay County. The study focused on branch managers, department heads, and non-managerial staff. Questionnaires were given to both staff and management. These questionnaires had sections showing different strategies, and the staff had to rate which strategies they use in their bank. The answers collected were coded and entered into a software (SPSS) for analysis. The data was analyzed using descriptive statistics like mean scores, percentages, frequencies, and other average measures. Correlation and regression models were used to find the connection between the main variable (competitive advantage) and the other variables (business strategies). The R2 value was 0.6355, meaning the strategies explained 63.55% of the changes in the bank’s competitive advantage. Product development was the only strategy that had a big effect on competitive advantage at a 5% significance level (t = 14.913, p < .001). So, the study gave insight into the business strategies that help Cooperative Bank of Kenya stay ahead in the banking market in Kenya. These strategies helped the bank gain more assets, increase profits, grow and expand, keep loyal customers, and give better services that make customers happy.