PROGRAMME: MASTER OF BUSINESS ADMINSTRATION
COURSE: MKT 619- MARKETING MANAGEMENT
ASSIGNMENT 1: CASE STUDY 1
TOPIC: A CASE STUDY TO SHOW EQUITY BANK LIMITED
COMPETITIVE STRATEGIES
This assignment is submitted as partial fulfilment for the award of Master of
Business Administration of Africa Nazarene University
MONTH: February, 2016
LECTURER: DR. ISAIAH IMAITA
A CASE STUDY TO SHOW COMPETITIVE STRATEGIES OF EQUITY BANK LIMITED
This case study shows the products development strategies adopted by Equity Bank Limited (EBL) so as to have a competitive advantage over the other players in the banking sector.
Primary data was collected through an in-depth interview with the senior management of Equity Bank Limited –Embu Branch using an interview guide, while secondary data was obtained from the National Bank library as well as other studies carried out in the banking sector e.g. Wandate, (2012), Gatome (2012), Njagi, L. & Kombo, H. (2014), Githagui, (2014), Mutua, (2013).
Banking Industry in Kenya
Competition among commercial banks in Kenya is quite stiff and most players have attained competitive advantages through product and service differentiation in terms of cost and customer experiences
Banks have also invested heavily in technological products, processes and institutional changes.
Banks have invested in training programmes and employee empowerment practices.
Commercial banks in Kenya are in very stiff competition and have almost uniformly adopted competitive strategies ranging from superior products and services, technological assets, high quality of human resources and responsiveness to the business environment.
During the period to February 2008, the banking sector comprised 142 institutions namely 43 commercial banks, 2 mortgage finance companies and 97
