A Research Dissertation Submitted in partial fulfillment of the Requirements for
the Degree of Master of Business Administration – Corporate Management
(MBA - CM) of Mzumbe University
This study is meant to assess the Survival Strategies for small banks in a competitive
Banking Industry as the general objective. While the specific objectives of the study
were: to investigate the goals that drive small banks to make strategies in a
competitive Banking industry, to determine the effectiveness of survival strategies of
small banks in the competitive banking industry and to examine challenges facing the
small banks in a competitive banking industry.
The study adopted case study design considering the fact that it provides in-depth of the
survival strategies used by the small banks. Qualitative methodology was used on this
study as research approach. Yin (2004) explained the case study design as it describes
the experimental inquiry of the modern marvel which observing the real life situation.
The case study was carried out at Azania Bank Limited (ABL) of which the head office
is located in Dar es Salaam in Tanzania. Non-probability sampling techniques were
engaged with specificity of the purposive sampling technique to target a specific group
of respondents. The researcher interviewed Managing Director, Head of Strategy and
Planning department, Head of Marketing Department, Customers Service Managers
and Customers Category. The researcher collected both Primary and secondary data.
The primary data were collected using both interview and discussions.
The Azania bank adopted growth strategy in Balance Sheet, Network expansion,
Increase market share, Infrastructure, and Human Capital development. Bank also used
Market Niche strategy. They developed the markets driven Customer products and
services at a Lower Cost or Differentiation strategy to survive the competition forces in
the market. Also the bank used the acquisition strategy to acquire Bank M in 2019.
It is recommended that future research to expand the study scope should cover the entire
small banks in the banking Industry and Secondly, cover both Qualitative and
Quantitative methodology in order to establish the relationship between variables such
as survival strategy and small banks effective performance.