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COMPETITIVE INTELLIGENCE STRATEGIES ADOPTED BY THE MEDIA INDUSTRY IN KENYA: A CASE STUDY OF NATION MEDIA GROUP

Competitive Intelligence (CI) is both a process and a product. The process of Competitive
Intelligence is the action of gathering, analyzing, and applying information about
products, domain constituents, customers, and competitors. This practice is good for the
short term and long term planning needs of an organization. The product of Competitive
Intelligence is the actionable output ascertained by the needs prescribed by an
organization. Competitive Intelligence is an ethical and legal business practice. From the
study Competitive intelligence is essential since it entails getting a strategy to accomplish
laid down company objectives. It’s an essential tool for all companies like NMG.
The study aims were to determine the competitive intelligence practices adopted by
Nation Media Group. This was aimed at providing improved market knowledge which
will give a firm a competitive edge thereby positioning the business at a better position in
the competitive world of business.
There population for the study was all media firms in Kenya however; the researcher
carried out a research on the Nation media as a case study. The population of study
targeted by the researcher comprised of the managers of the Nation Media Group. NMG
has 120 managers in total that formed part of the total sample population. Of these 30%
of them were randomly selected for the survey. Hence the sample size was 36 managers.
The sampling technique that was used was simple random method since it gives a chance
of selection to every manager at every level in the organization’s key departments.
From the findings Competitive intelligence is essential since it entails getting a strategy
to accomplish laid down company objectives. It’s an essential tool for all companies like
NMG.CI affects the overall performance of a company and it should be implemented in
companies. A start up CI department/function should first offer the following products /
services. Market Research/Analysis, Financial Analysis and Scenario planning/simulation
and Models.

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Dr. Mose Aranga

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