Competitive Strategy and Performance of Microfinance Banks in Cross River State, Nigeria

The purpose of the study was to examine the effect of competitive strategy on the performance of microfinance banks in Cross River State. The specific objectives were to: examine the effect of differentiation strategy, market focus strategy, cost leadership on performance of microfinance banks in Cross River State. Data for this study were gathered from primary sources through the use of structured questionnaire. Multiple regression technique was employed to analyze the effect of independent variables on dependent variable. The major findings of the study include: Differentiation strategy had a positive significant effect on performance of microfinance banks in Cross River State; market focus strategy has a positive significant effect on performance of microfinance banks in Cross River State; and cost leadership strategy has a positive significant effect on performance of microfinance banks in Cross River State. The study recommended that management of banks should develop effective strategies that will provide customers with something unique, different and distinct from items their competitors may offer in the marketplace. Also, management of banks should effectively be involved in targeting their audience as well as having a method of developing, marketing and selling products to a niche market. Finally, management of banks should provide products or services at the lowest possible price in the industry.