Strategic Response Practices and Performance of Maersk Logistic Company in Mombasa County, Kenya

Abstract

Organizations need to embrace agile and precise strategies to swiftly respond to dynamic market conditions, referred to as strategic response practices. Organizations must be able to change and thrive in a constantly evolving marketplace while maintaining competitiveness and sustainable growth through these practices. The aim of this research was to figure out how the strategic response practices in Maersk Kenya, a logistics firm, impact its performance. The research methodology was based on theories such as Stakeholder Management Theory, Schumpeter's Theory of Innovation, Competitive Advantage Theory of Michael Porter, Strategic Choice Theory, and Balance Scorecard Theory. To meet the study goals, the study made use of a descriptive research design and then set a specific target. The sample population of 112 respondents comprising of senior managers, middle managers, customer experience agents, sales agents, customs officers as well as port authority officers. A total of 54 individuals was selected as the sample size, which accounts for 48 % of the entire population. The research tool was tested in a pilot study to ensure its efficacy and reliability. The sample was one-tenth the size of the original. This research study applied a method of sampling known as stratified sampling and made use of both secondary and primary sources of data. We gathered primary data by administering a structured questionnaire that included a 5-point Likert scale. The survey was designed with limited options, requiring the participant to choose one out of five available choices. Both qualitative and quantitative methods was utilized to analyse the data. The quantitative approach involved calculating percentages, frequencies, means, and standard deviations. On the other hand, the qualitative approach involved conducting content analysis. Correlation analysis and regression analysis was to figure out the existing correlations between strategic response methods and performance. Correlation analysis found a statistically significant association between performance and stakeholder involvement, innovation, and differentiation strategies, as well as logistics considerations. The study recommended that there was need for organization to develop methods or ways to consistently evaluates and improves its logistics network to ensure optimal performance and customer satisfaction.