Miles and Snow Typology of Strategic Positioning on Performance of Mobile Telecommunication Companies in Kenya

Establishing a solid strategic positioning for the future has never been more important or more challenging for mobile phone company executives and their organizations. Most of the strategies adopted by mobile phone companies do not deliver the promised outcomes and this has intensified the competition and subsequently impacted on their performance. Accepting and adapting to that changing environment is the difference between those organizations that thrive and those that do not. Analysts allude that the strategies the mobile phone operators employ make all the difference by how their strategic positioning is assumed and culminates with the tactical means to adapt continuously to an ever-changing environment (Allio, 2005). The study aimed to analyze the influences of strategic positioning on performance in the mobile telecommunication industry in Kenya. Specifically, the study sought to determine the influences of defender, prospector, analyzer and reactor typologies on performance in the mobile telecommunication industry in Kenya. The study was premised on miles and snow typology while applying a combination of explanatory design, descriptive survey research design and cross sectional design. A study of 3 mobile phone telecommunication firms was conducted to investigate the relationships between the typologies and performance. The results indicate that firm size and strategy explains the difference in the relationships between strategic positioning and performance. Miles and Snow Typology, Performance, Strategic Positioning,