Strategic Factors Adopted by Toyota Motor Dealers to Gaining Competitive Advantage in Mombasa County, Kenya

Abstract

The explored strategic considerations that Toyota Motor Dealers implemented in Kenya to acquire a competitive advantage. The purpose of this study was to determine strategic factors adopted by Toyota Motor Dealers to gaining competitive advantage in Kenya. In the course of the research, both RBV theory and Schumpeter's Innovation Theory were utilized. A descriptive survey was the method of research that was used for this study's research design. The participants in this study were ten reputable car dealerships located in the central business district of Mombasa, each of which had ninety sales representatives. As part of the study, interviews were conducted with forty-five sales representatives. The method of sampling utilized in the study was stratified random sampling. The most important instrument for data collection in this study was the questionnaire. The study was based on secondary data that was found on Toyota's website and in its newsletters, as well as on the websites and newsletters of car dealers. SPSS version 23 was used to create and analyze the data, which included descriptive statistics including frequencies, means, and standard deviations. The findings were presented in a variety of formats, including tables, bar graphs, and pie graphs, as well as frequency and percentage breakdowns. The respondents indicated their approval, and the researcher reached a consensus with them regarding the manner in which the data would be utilized as well as the publication and dissemination of the results. According to the findings of the study, there is a positive and significant link between Toyota Motor Dealer strategic aspects (including Product differentiation, Risk taking, Proactiveness, and Innovativeness) and the achievement of competitive advantage in Kenya. Findings from the study suggest that Toyota's innovative nature may be traced back to the company's desire to participate in and promote the development of novel concepts and inventive methods, which could lead to the creation of new market possibilities. Toyota's innovativeness can be attributed in large part to its openness to try new things. Toyota may be able to get a competitive advantage in the market if it pursues a product differentiation strategy that includes inventing and producing vehicles of superior quality and design. As a consequence of this, Toyota has been successful in developing a powerful brand image that, when viewed by prospective clients, evokes mental pictures of durable automobiles that are of a very high level of quality. The business is able to maintain its position as the industry front-runner thanks to the creation of a varied lineup of automobiles targeted toward a wide variety of pricing points and market niches