Strategies employed in the cleaning industry in an effort to attain sustainable competitive advantage

Abstract

The service industry worldwide has seen tremendous growth and is one of the fastest growing sectors both in the developed and developing economies. The growth is attributed to growing demand of clean atmosphere both at the workplace and domestic. Similarly, the demand for good health, safe and cleaner environment has made service businesses to start both in small and large magnitude. To successfully attain competitive advantage and boost growth, cleaning service businesses require the right strategies to be put in place. This paper examined strategies used by the cleaning industry in Kenya by focusing on a leading business in the country. The study targeted 112 managers from the target business and used a census sampling method. A questionnaire was used to collect primary data while a documentary analysis was done to collect secondary data. A pre-testing of the questionnaire was also conducted in order to validate the research instrument content. The findings from the study found that certain competitive strategies, namely professional and efficient service delivery, specialised quality services, cost effectiveness and niching were used to gain competitive advantage while product development, different marketing approaches, innovation and customer relationship managers where used to boost company’s growth. The use of these strategies ensured increased profit margin, customer satisfaction, brand position and sustainable growth. It is hoped that this study contributes significantly to the Kenyan cleaning industry both to new entrants and existing companies in terms of strategies to employ in order to excel in the industry.