Tuskys's strategic moves when the retail sector in Kenya faces tightening competition

Kenyan retail sector has long been traditionally dominated by few, strong, domestic family-run companies. However, the retail sector has become turbulent as some big international chains have focused their interests in Kenya... [ view full abstract ]

Kenyan retail sector has long been traditionally dominated by few, strong, domestic family-run companies. However, the retail sector has become turbulent as some big international chains have focused their interests in Kenya venturing into the growing consumer market. This has changed the positions of the domestic companies facing tightening competition. This paper discusses on the recent events in the Kenyan retailer sector and more particularly focuses on Kenya’s second biggest retailer Tuskys and its strategic moves to maintain or if possible even to strengthen its competitiveness in the market. In this paper the concept of ‘Blue Ocean strategy’ is used as a reflection to analyze the strategic moves of Tuskys when it is trying to create new market spaces and capture new consumer demand.