Abstract
One of the challenges presented by a dynamic environment is increased competition. External environmental changes have a significant impact on the survival and success of an organisation. To survive the volatile, unpredictable and highly competitive business environment, it is necessary for an organisation to understand the underlying sources of competitive pressure in its industry in order to formulate appropriate effective strategies to respond to the competitive forces. The study sought to determine how environmental factors affected the competitiveness of the Zambia National Broadcasting Corporation and propose effective competitive strategies to employ. The study was conducted within Lusaka at ZNBC and its key stakeholders. The study utilized a mixed methods research methodology. Questionnaires were used as a research instrument for collecting data from Senior, Middle and Supervisory management roles. Systematic, purposive and snowball sampling techniques were used to select a sample size of 135 respondents. The questionnaires were distributed to 135 people and 111 questionnaires were returned. The data collected using the questionnaire was analyzed using descriptive analysis and inferential statistics (Regression). Inferential statistics was used to determine the relationships between the variables. Seven hypotheses were accepted as they showed a statistically significant relationship between the variables of which they had a p-value of ≤0.05.
Highlights
In the contemporary environment, Pretorius (2008) observed that intense competitive forces have exerted pressure on firms to innovate ways of enhancing their performance and competitive advantage
This section analyses, interprets and presents the results of this study using the data that was collected. It presents data collected from a descriptive sample survey and explanatory study design which was conducted to devise competitive strategies that the Zambia National Broadcasting Corporation can adopt in response to environmental challenges
The conclusion is that the broadcasting industry has become competitive in that new competitors can quickly enter the industry; and new firms can enter the industry; Zambia National Broadcasting Corporation (ZNBC) has highly qualified staff; there is introduction of pay broadcasting stations
Summary
In the contemporary environment, Pretorius (2008) observed that intense competitive forces have exerted pressure on firms to innovate ways of enhancing their performance and competitive advantage. Every firm competing in an industry has a competitive strategy, whether it explicitly developed through a planning process or may have evolved implicitly through the various activities of the various functional departments (Porter, 1980). Developing a competitive strategy is developing a broad formula for how a business is going to compete, what its goals should be and what policies will be needed to carry out those goals. Competitive strategies are designed to give firms an understanding of the changes in the environment and a view of the opportunities available to the firm and quick response to any barriers arising. Firms pursue pace keeping by creating better use of their resources with the aim of achieving sustainability and creating competitive advantage, making them superior to the competing firms (Alnidawi & Omran, 2016)
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