The Impact of competitive strategy implementation on organizational performance

The purpose of this study is to look at the Impact of competitive strategy implementation on organizational performance in selected private banks located in Dire Dawa city. This study employed a descriptive- explanatory survey research design to explore the impact of competitive strategy implementation on organizational performance. This study used a quantitative research approach to identify the relationship between variables and determine the degree of influence on organizational performance. This study used a self-administered questionnaire instrument that was distributed to managerial employees of five private banks (Awash, Dashen, Abyssiniya, Wegagen and Nib bank) in Dire Dawa city to meet the main objectives. The study was used all 109 individual who working managerial position in the five private banks who could provide relevant and reliable information. Organizational performance was treated as the dependent variable, with cost leadership strategy, differentiation strategy, and market focus strategy as the independent variable. Using SPSS software version 26 for data analysis, descriptive statistics such as frequency, percentage, mean, standard deviation, and Pearson correlation were used, as well as inferential statistics. The study's findings show that there is a significant and positive impact of cost leadership strategy on private bank performance. Differentiation strategy and focus strategy also has positive effect on performance but not significant as cost leadership strategy. The study recommends that private commercial banks should place its emphasis on cost leadership strategy as it had the most significant influence on the organizational performance.