Running HEAD: DETERMINANTS OF BLUE OCEAN STRATEGY IN COMMERCIAL BANKS IN KENYA The Blue Ocean Strategy Institution Name Due date ABSTRACT The banking industry in Kenya has achieved tremendous growth over the past years with most of the banks making abnormal profits in the industry. With heightened competition, commercial banks are forced to compete on innovation and this is where the application of blue ocean strategy can be useful. The objectives of this study were to establish the application of blue ocean strategy among banks and to identify factors influencing the application of blue ocean strategy among commercial banks in Kenya. 1 Running HEAD: DETERMINANTS OF BLUE OCEAN STRATEGY IN COMMERCIAL BANKS IN KENYA TABLE OF CONTENTS 1.1 Background of the Study ................................................................................................ 3 1.1.1 Concept of Blue Ocean Strategy ............................................................................... 4 1.1.2 Determinants of the Implementation of BOS ......................................................... 4 1.1.3 Overview of Banking Industry in Kenya ..... Ошибка! Закладка не определена. 1.1.2 Research Problem ........................................ Ошибка! Закладка не определена. 1.1.3 Research Objectives ................................................................................................ 5 1.1.4 Value of the Study ....................................... Ошибка! Закладка не определена. 2.1 LITERATURE REVIEW ................................... Ошибка! Закладка не определена. 2.1.2 Theoretical Foundation ................................ Ошибка! Закладка не определена. 2.1.3 Value Innovation Theory ............................. Ошибка! Закладка не определена. 3.1 Empirical Review............................................................................................................ 7 3.1.2 4.1 Summary and Research Gap....................... Ошибка! Закладка не определена. RESEARCH METHODOLOGY........................ Ошибка! Закладка не определена. 4.1.2 Research Design .......................................... Ошибка! Закладка не определена. 4.1.3 Population of the Study ..................................... Ошибка! Закладка не определена. 4.1.4 Data Collection .................................................. Ошибка! Закладка не определена. 4.1.5 Data Analysis ............................................... Ошибка! Закладка не определена. 5.1 RESULTS AND DATA ANALYSIS ...................... Ошибка! Закладка не определена. 5.1.2 Discussion ......................................................... Ошибка! Закладка не определена. 6.1 APPLICATION OF BLUE OCEAN STRATEGY . Ошибка! Закладка не определена. 6.1.2 Factors Influencing Application of Blue Ocean Strategy .. Ошибка! Закладка не определена. 7.1 CONCLUSION AND RECOMMENDATIONS Ошибка! Закладка не определена. 7.1.2 Discussion of Findings ................................ Ошибка! Закладка не определена. 7.1.3 Conclusion ................................................... Ошибка! Закладка не определена. 7.1.4 Recommendations ....................................... Ошибка! Закладка не определена. References: ............................................................................................................................... 18 2 Running HEAD: DETERMINANTS OF BLUE OCEAN STRATEGY IN COMMERCIAL BANKS IN KENYA 1.1 Background of the Study The core concept of strategic management is strategy. Strategic decisions influence the way organizations respond to their environment. Schendel and Hofer (1979) define strategy in terms of its function in the organization. They assert that the purpose of strategy is to provide directional cues to the organization that permit it to achieve its objectives while responding to the opportunities and threats in the environment. 3 Running HEAD: DETERMINANTS OF BLUE OCEAN STRATEGY IN COMMERCIAL BANKS IN KENYA 1.1.1 Concept and importance of Blue Ocean Strategy As indicated by Hax and Majluf (1991), system chooses the organizations the association is to be in or is in, decides and uncovers the hierarchical reason as far as long haul goals, activity projects and asset assignment needs, endeavours to accomplish a long haul economical favourable position in every one of its organizations by reacting appropriately to the chances and dangers in the association's condition and the quality. Every methodology level has an alternate core interest. Corporate system worries about characterizing the general mission of the firm. This can be inside a similar industry or even in differing enterprises. The business level procedure offers thoughtfulness regarding how every one of the company's organizations will contend. Red Ocean are existing business sector spaces, with known items, systems and contenders. Low cost and quality is a portion of the variables the challenge depends on. Every one of entertainers' positions is outstanding and it is practically incomprehensible for new contestants to settle and contend. Benefit and development are restricted because of the solid challenge (Guillaume, 2011). In actuality, as indicated by Kim and Mauborgne (2005), in Blue Ocean rivalry is insignificant in light of the fact that it is new market space without any limits or guidelines. It is a key space, where the main participant will make the item, request, standards and it will on a long haul point of view incredibly helpful for him. In fact, by fixing every one of the criteria, rivalry will be insignificant. 1.1.2 Determinants of the Implementation of BOS 4 Running HEAD: DETERMINANTS OF BLUE OCEAN STRATEGY IN COMMERCIAL BANKS IN KENYA The Blue sea system for the most part has the vital idea (Pearson, Gordon, 1999) quintessence and depends on strategists and director's idea so as to move toward key arranging exercises and procedures. For an effective swimming in the Red Ocean, it is constantly expected to get behind the opponents. Red Ocean has consistently been of significance and is considered as the realities of business life.. In light of the consequences of this examination, the Blue Ocean Strategy highlights were recognized in including the view of the visitors, the unmistakable gave advancement included worth, the improvement of new market sections, brand making and reestablishment brand making, make a one of a kind climate in the lodging, setting up dissemination channels and make key collusions. (Yang, Jente, 2012). Dennis Pitta (2009) noticed that so as to depict a perceptual system that have application in item improvement begin to ponder the Blue Ocean Strategy. He arrived at the resolution that organizations can utilize the blue sea methodology to restore the structure of their items and administrations which offer to new clients and can escape from their mechanical opponents. 1.1.3 Overview of Banking Industry in Kenya As per the Central Bank of Kenya, there are 43 authorized business banks in Kenya. Three of the banks are open money related organizations with greater part shareholding being the Government and state partnerships. The rest are private monetary organizations. Of the private banks, 27 are neighbourhood business banks while 13 are remote business banks (CBK, 2013). 5 Running HEAD: DETERMINANTS OF BLUE OCEAN STRATEGY IN COMMERCIAL BANKS IN KENYA Bank monetary execution in the ongoing past has altogether improved since 2000. Information from the Central Bank of Kenya demonstrates a noteworthy development in the business in all zones including monetary execution (CBK, 2013). The financial business in Kenya has become throughout the years since the Central Bank of Kenya set up measures to control the banks to streamline the exercises and all the more so to avoid the breakdown of the financial business as had been previously. 1.1.2 Research Problem The Blue Ocean Strategy tries to render rivalry immaterial (Kim and Mauborgne, 2005). Through applying blue sea methodology, an organization can get an all out new assessment of old industry and discover new risks. BOS hypothesis was connected in US wine market and found that the most significant enthusiasm for clients isn't drinking yet fun. They recognized another market keep away from loaded with wine makers, fun market drawing in different purchasers from brew and mixed drink showcase. The financial business in Kenya has accomplished huge development over the previous years with the vast majority of the banks making strange benefits in the business (Oloo, 2013). With increased challenge, business banks are compelled to contend on development and this is the place the utilization of blue sea technique can be valuable. The present investigation tries to decide the fun market for the banks in Kenya. Other than that, it is imperative to comprehend whether remote banks apply Blue Ocean Strategy uniquely in contrast to the indigenous banks in Kenya. 6 Running HEAD: DETERMINANTS OF BLUE OCEAN STRATEGY IN COMMERCIAL BANKS IN KENYA Concentrates on this idea are not many in Kenya given this are another hypothesis which was presented in 2005. While it was the primary investigation on BOS to be done on Kenya, it just centred on the broadcast communications area and did not address how firms can utilize the system to become but instead reported the act of the equivalent in the business. Nyambane (2012) examined the difficulties of executing BOS in banks and in this manner was constrained on the degree by the way that it just centred on indigenous banks and not the whole business. Further, it just tended to the difficulties of executing BOS and not the use of the system in the business. The examination was constrained in extension as it was a contextual investigation as opposed to an overview. Given the constraints of past research on BOS in Kenya, the present investigation tends to the hole by concentrating on the inquiry: what decides the utilization of BOS in business banks in Kenya? 1.1.3 Research Objectives The goals of this examination were: 1 To build up the use of blue sea technique among banks. 2 To recognize variables impacting the utilization of blue sea procedure among business banks in Kenya. 1.1.4 Value of the Study 7 Running HEAD: DETERMINANTS OF BLUE OCEAN STRATEGY IN COMMERCIAL BANKS IN KENYA This examination will add on to the developing body learning of procedure and particularly the blue sea technique. Along these lines, the utilization of technique from the financial segment will educate the application regarding Blue Ocean as a procedure from a creating country. Further, the examination will give a hypothetical premise to advance vital administration in associations without rivalry as the principle issue inside which to work. The investigation will be imperative to the administration of different banks incorporated into the examination. The outcomes will give knowledge into the degree to which the banks have incorporated blue sea techniques into their activities. The investigation will likewise be helpful to those keen on doing more examinations to the extent the use of blue sea systems is concerned. Therefore, future specialists will discover this investigation a helpful guide as it structures a premise whereupon different examinations will be done on different enterprises in Kenya. 2.1 LITERATURE REVIEW This section exhibits an audit of writing. To start with, the section gives a hypothetical survey of Blue Ocean methodology. This is trailed by a survey of earlier investigations on blue sea procedures. Ultimately, the section closes by giving a rundown of the part and an examination hole. 2.1.2 Theoretical Foundation 8 Running HEAD: DETERMINANTS OF BLUE OCEAN STRATEGY IN COMMERCIAL BANKS IN KENYA Various speculations in system have been contrived to clarify why and how procedure is connected in associations to contend in the market. In such manner, speculations, for example, Miles and Snow typology and Porter's focused hypothesis have been concocted. Be that as it may, with the presentation of Blue Ocean Strategy, rivalry is rendered immaterial. Along these lines, this area gives a synopsis of the two hypotheses of contending in the market and why these two speculations are not important for application in Blue Ocean Strategy. 2.1.3 Value Innovation Theory Worth advancement, the foundation of blue sea technique is the synchronous quest for separation and ease, making a jump in an incentive for the two purchasers and the organization (Amit and Zott, 2012). Since incentive to purchasers originates from the offering's utility less its cost, and on the grounds that incentive to the organization is produced from the offering's value less its cost, esteem advancement is accomplished just when the entire arrangement of utility, cost, and cost is adjusted. This should be possible by responding to the accompanying inquiries: what components can be wiped out that the business has underestimated? What variables can be decreased well underneath the business' standard? What variables can be raised well over the business' standard? What variables can be made that the business has never advertised? 9 Running HEAD: DETERMINANTS OF BLUE OCEAN STRATEGY IN COMMERCIAL BANKS IN KENYA To essentially move the procedure canvas of an industry, an organization must start by reorienting its key concentration from contenders to options, and from clients to noncustomers of the business. The methodology canvas contains two sections, a demonstrative and an activity system. The last one is a four activity structures can be utilized to figure another blue sea for organizations in existing business sector (Amit and Zott, 2012). To start with, dispose of variables ought to be killed well underneath the business' standard. These elements are those the organizations spent a great deal expenses to contend in for quite a while however has less importance for organizations' intensity and bring no benefits. Second, decrease variables ought to be diminished well beneath the business' standard. They carry a lot of worry to organizations' cost structure that organizations can increase little from these overdesigned administrations (Kim and Mauborgne, 2005). Third, raise elements ought to be raised well over the business' standard. These elements are those have significant importance for clients yet overlook by organizations in their opposition. Fourth, make elements ought to be made that the business has never advertised. These components allude to those variables which can make new interest for clients and new advertise for organizations. The framework can be effectively comprehended by supervisors and help organizations discover new market space increasingly conservative (Amit and Zott, 2012). Blue sea system is an absolutely new procedure which lead organizations to leave momentum showcase and go into an obscure market to decrease their expenses and catch new clients from different enterprises in this way improve organizations' aggressiveness. This new showcase really existed before however disregarded by the vast majority of the administrators. Customary methodologies and hypotheses misleadingly differentiate the outskirt of industry and help a ton for organizations' opposition in current market. 3.1 Empirical Review 10 Running HEAD: DETERMINANTS OF BLUE OCEAN STRATEGY IN COMMERCIAL BANKS IN KENYA Blue sea system has been treated by numerous researchers as a decent methodology for organizations to make uncontested market in which rivalry is insignificant. (Layton, 2005; Azar, 2008). Dahl (2005) demonstrates that blue sea technique is broadly utilized by fruitful organizations. Incense (2009) looks at blue sea system and just better approach and discover Blue Ocean has advantage in recognizing an all the more unmistakably showcase since essentially better approach is absence of considering impacts from buyers' requests. A few scientists found that there is a commonly fortifying connection between Blue Ocean system and advancement. Colman and Buckley (2005) prompt that organizations make Blue Ocean through worth advancement. Meyer (2005), Kim and Mauborgne (2005) finds that blue sea system help associations to improve and put up new items for sale to the public. Toll (2005) demonstrates pressing together blue sea leads organizations to make more esteem. Morris (2007) exhibits associations utilizing blue sea methodology to address the difficulty of advancement will carry themselves generously focal points with their development. Kim, Baik, Kazman and Han (2008) recommend that numerous new systems can't help a ton for in current profoundly focused markets however contribute a lot to those potential markets where rivalry doesn't exist. Kyengo (2009) overviewed the selection of Blue Ocean technique by portable substance suppliers in Kenya. Through meeting chiefs in four portable organizations, the examination noticed that there was proof of blue sea methodology direction among the organizations and reasoned that challenge couldn't be completely overlooked in the part. While it was the primary examination on BOS to be done on Kenya, it just centred around the broadcast communications division and did not address how firms can utilize the system to become but instead reported the act of the equivalent in the business. 11 Running HEAD: DETERMINANTS OF BLUE OCEAN STRATEGY IN COMMERCIAL BANKS IN KENYA Further, it just tended to the difficulties of executing BOS and not the use of the procedure in the business. Abishua (2010) considered the procedures that Equity bank uses to contend. The examination utilized optional information and found that the bank various systems including blue sea procedure to contend in the business. The examination was restricted in extension as it was a contextual investigation instead of a study. Being a contextual analysis, it can't be summed up to the whole business. 3.1.2 Summary and Research Gap The examinations above unmistakably demonstrate that there is a hole that still should be tended to the extent the utilization of blue sea methodology in the financial business is concerned. Given the restricted roads to contend on utilizing the customary strategies, the Blue sea technique offers a road through which banks can make uncontested markets to serve. 4.1 RESEARCH METHODOLOGY This part portrays the technique that was utilized in the gathering of information appropriate in responding to the examination questions explicitly research structure, populace and test plan, information accumulation, and information investigation strategies. 4.1.2 Research Design This was a cross-sectional study of business banks in Kenya. A cross-sectional study looks to analyze an issue over a populace of firms at a specific point in time. The point of the examination was to investigate the utilization of blue sea procedure in business banks in 12 Running HEAD: DETERMINANTS OF BLUE OCEAN STRATEGY IN COMMERCIAL BANKS IN KENYA Kenya. Given the targets the investigation tried to accomplish, clear study is most appropriate for the examination. 4.1.3 Population of the Study The number of inhabitants in this investigation was 43 business banks as of now enlisted by the Central Bank of Kenya as at 30th June 2013. Since the quantity of banks as of now working in Kenya isn't so enormous, the examination focused on all the 43 business banks for the example. In this way, this was an enumeration study of business banks in Kenya. 4.1.4 Data Collection Essential information was gathered in this examination utilizing surveys. The surveys were managed by the specialist to the respondents so as to get precise outcomes and upgrade the nature of information gathered. The respondents were the head supervisors in every one of the 43 focused on business banks. These were chosen since they were increasingly acquainted with vital issues in their banks. 4.1.5 Data Analysis Since the greater part of the information gathered in this examination were quantitative, the information was investigated utilizing enlightening insights (frequencies, mean, and standard deviation). The investigation was performed to recognize the remarkable components impacting use of BOS just as look at the use of BOS in banks. Thusly, the outcomes are sorted out on the two destinations. 5.1 RESULTS AND DATA ANALYSIS 5.1.2 Discussion 13 Running HEAD: DETERMINANTS OF BLUE OCEAN STRATEGY IN COMMERCIAL BANKS IN KENYA This section introduces the outcomes and elucidation of discoveries. The section is composed as pursues. The main area introduces the outcomes on bio-information. This will demonstrate the operational time of the banks and the responsibility for. The subsequent segment exhibits the consequences of spellbinding and factor investigation on the utilization of blue sea procedure in the financial business. 6.1 APPLICATION OF BLUE OCEAN STRATEGY The respondents were solicited whether they knew from the idea of Blue Ocean technique. This recommends there is a larger amount of mindfulness among business banks as respects the idea considered here. Given the way this is another idea in system which was presented in 2005; it very well may be justifiable why 28% of the respondents did not have an idea about what this idea was about. This area displays the outcomes on the utilization of blue sea procedure in banks. The outcomes are introduced dependent on the unmistakable examination through rates, mean scores, and standard deviations. The outcomes are displayed in pie outlines and tables where important. 6.1.2 Factors Influencing Application of Blue Ocean Strategy The respondents were approached to express the degree to which they concurred with various components affecting the utilization of blue sea system in banks. To do this, the examination was finished utilizing mean scores, standard deviations and rates so as to show the components as they had been conceived by the investigation in the surveys. The engaging outcomes are appeared in Table. Factors Influencing Application of Blue Ocean Strategy 14 Running HEAD: DETERMINANTS OF BLUE OCEAN STRATEGY IN COMMERCIAL BANKS IN KENYA Factor Agree Mean SD (%) Creating non-competitive market space 52 3.62 0.12 Making no sense of competition 40 2.94 0.62 Creating and capturing new demands 84 4.51 0.14 Breaking the replacement of the value-cost 72 4.05 0.22 Integration of total system activities of the organization to 60 3.95 0.41 3.81 0.30 realize the simultaneous distinctions and low cost Average The outcomes in Table above, demonstrate that most (84%) of the respondents refered to creation and catching new requests pursued by breaking the substitution of the worth cost (72%), and reconciliation of complete framework exercises of the association (60%). The mean qualities additionally demonstrate that every one of the components with the exception of comprehending rivalry were the principle determinants of use of Blue Ocean Strategy in the banks. Generally speaking, these components significantly affected the use of Blue Ocean system in the banks as appeared by the mean score of 3.81. 7.1 CONCLUSION AND RECOMMENDATIONS 7.1.2 Discussion of Findings The investigation tried to set up the utilization of blue sea system among banks. The outcomes demonstrated that the variables that ought to be diminished well beneath the financial business' standard were time taken on lines, working expenses, and overheads and backhanded expenses. The investigation likewise found that various components were underestimated by the financial business and ought to be wiped out. These were expensive 15 Running HEAD: DETERMINANTS OF BLUE OCEAN STRATEGY IN COMMERCIAL BANKS IN KENYA exercises, operational exercises, and projects. It was additionally noticed that the elements which the respondents felt that should have been raised over the financial business' standard were consumer loyalty, improving client assistance, quality and new items. The outcomes additionally demonstrated that the variables which ought to be made in the financial business which have not been offered before included better client connections, new items, consumer loyalty, long financial hours and administration. The discoveries above propose that the financial business is at a place that it can make uncontested markets to serve subsequently rendering challenge insignificant by applying the blue sea methodology. These discoveries are steady with Meyer (2005) and Kim and Mauborgne (2005) who found that that blue sea technique help associations to improve and put up new items for sale to the public. Business banks in Kenya have been observed to be creative in giving new items in the market. This is to be sure reliable with Leavy (2005) who demonstrated that pressing together Blue Ocean leads organizations to make more esteem. 7.1.3 Conclusion Most banks know about the idea of blue sea methodology which is a decent sign given this is another idea in the field of key administration. The examination reasons that elements which the financial business needs to decrease are time taken on lines, working expenses, and overheads and aberrant expenses. Then again, factors which ought to be dispensed with are exorbitant exercises, operational exercises, and projects. The investigation likewise reasons that the variables impacting the use of blue sea procedure in banks are creation and catching new requests, breaking the substitution of the worth expense, and combination of absolute framework exercises of the association. These variables significantly affect the utilization of Blue Ocean methodology in the banks. 16 Running HEAD: DETERMINANTS OF BLUE OCEAN STRATEGY IN COMMERCIAL BANKS IN KENYA 7.1.4 Recommendations The investigation prescribes that banks should take comprehension of the elements distinguished here in the event that they have to get rid of rivalry and make it immaterial. In particular, banks need to lessen time taken on lines, working expenses, and overheads and backhanded expenses. For example, time taken on lines can be decreased by an unmistakable operational arrangement that comprehends the bustling occasions in the financial lobbies and benefit more orderlies from the back-office to serve at the counters. As is as of now the standard in Further, the examination suggests that business banks should concentrate on raising consumer loyalty, improving client care, quality and new items. By improving operational hitches in banks and along these lines improving consumer loyalty, the organization can be headed to better execution as it will have made a specialty advertise for itself where no one else will most likely contend with it. The investigation likewise prescribes that banks need to make better client connections, new items, consumer loyalty, long financial hours and administration. These elements have to do with make the client experience superior to other people. Knowing the elements of work-life in Kenya, longer financial hours for banks would accomplish a blue sea advertise where those that work longer than the rest, and even on days generally saw as rest days, for example, Sundays, would be a blue sea market to the banks that try to go that way. 17 Running HEAD: DETERMINANTS OF BLUE OCEAN STRATEGY IN COMMERCIAL BANKS IN KENYA References: Abishua, D.A. 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