Strategic Intent and Performance of Airtel Kenya Limited in Nairobi City County, Kenya

Abstract

The remarkable expansion and influence of the telecommunications industry to economic development in Kenya have compelled Airtel Kenya Limited to implement strategic management tactics to navigate the volatile market, on the backdrop of poor performance. The study focused on determining the effect of strategic intent on performance of Airtel Kenya Limited in Nairobi City County, Kenya. Dynamic capabilities, resource-based view, and Ansoff strategic success theories supported the research. Descriptive design was used targeting 132 non-support permanent employees working at the Sales, Marketing and Enterprise and Strategic departments, Airtel Kenya Limited head office, Nairobi, Kenya. Stratified sampling design was adopted, involving 98 respondents and primary data collected through structured questionnaire. A pilot study involving 10 non-support permanent staff in the Corporate and Strategy departments at Safaricom Public Limited Kenya, Nairobi’s head office was conducted to determine the instrument’s reliability. Descriptive and inferential statistics supported data analysis and results presented in tables and narrations. Relevant academic research ethical considerations were observed. Strategic intent (β = 0.424; p=0.000) significantly affected performance. The study established a statistically significant effect of strategic management on performance of Airtel Kenya Limited, coefficient of determination 63.9% and significance 0.000.  Communications Authority of Kenya should review sector policies on strategic management practices to align with current market dynamics.