The impact of competitive strategies on sales performance a case study: Total fuel station Koboko

Abstract

Companies need to learn to manage tomorrow's opportunities as competently as they manage today's businesses. Competitive strategies employed by firms in their operations vary widely. The current operational set-up in fuel stations is a turbulent one and highly competitive market condition. To ensure survival and sustainability in the market place Total fuel station require adopting a competitive strategy. The purpose of this study was to establish “The Impact of Competitive Strategies on Sales Performance” at Total fuel station Koboko. . The study was predominantly qualitative, utilizing an exploratory, descriptive statistics on research objectives. A qualitative approach was used during data collection and presentation, and quantitative approach was used for the analysis and presentation of the findings. A simple random sampling was used to select 35 respondents to represent the sampled population of 44 people. Responses in the questionnaires were tabulated, coded and processed by use of a computer Statistical Package for Social Science (SPSS). The results revealed a significant and positive relationship between competitive strategies and sales performance of Total Koboko petrol station(r = 0.722**, Sig. = .012). These findings imply that Total Koboko should increase in more effort to realize more sales through proper use of the competitive strategies. Therefore Management of Total fuel station Koboko should ensure that factors that have strong impact on the organization’s sales performance should be maintained for example; differentiation strategy should be given strong organizational backup or support to make product differentiation a unique aspect that attract will attract more customers hence leading to increased