COMPETITIVE STRATEGIES AND PERFORMANCE OF SELECTED DEPOSIT TAKING SAVINGS AND CREDIT COOPERATIVE SOCIETIES IN EMBU COUNTY KENYA

The purpose of this study was to determine the influence competitive strategies on performance deposit taking savings and credit cooperative societies in Embu county Kenya. research design adopted descriptive design; population drawn from County. This a census owing few numbers respondents. Closed open ended questionnaires were used collect primary data. Validity reliability data collection instrument tested. quantitative qualitative To analyse data, inferential statistics used. Statistical Package for Social Sciences code analyze Tables display outcomes. provided open-ended questions analyzed using content analysis. established that there positive significant between cost leadership strategy, differentiation focus strategy selected Taking Savings Credit Cooperative Societies County concluded enables Deposit gain edge by charging reasonable price their products, eventually achieving sustainability thanks more customers. instistitutions focuses providing unique experience customers, usually offering premium good or service. charges low prices relative other financial institutions compete within target market. through offers features fulfill demands narrow recommended should manage an effective way can bring profits also brand recognition market will help long run institution. For achieve long-term advantage, product cards be improved. carry out based aim at targeting small group customers with differentiated products coverage, seeking only attract small, specialized segment. Key Words: Cost Leadership Strategy, Differentiation, Focus Differentiation Strategy CITATION: Mwaniki, P. I., & Kiiru, D. (2022). Competitive Strategic Journal Business Change Management, 9 (4), 1583 – 1599.