GENERIC STRATEGIES AND PERFORMANCE OF KENYA BREWERIES LIMITED IN NAIROBI, KENYA

SARAH NJERI GITAU, DAVID KIIRU, PhD

Abstract


The study aimed to examine the effect of generic strategies on performance of Kenya breweries Limited Nairobi Kenya. The specific objectives were; to examine the effect of cost leadership strategy, differentiation strategy and focus strategy on the performance of Kenya breweries limited Nairobi Kenya. The scope of the study was Kenya Breweries Limited Company located in Nairobi Kenya The study was guided by porters competitive advantage theory, resource based theory and dynamic capability theory. This investigation utilized a descriptive research design. The study targeted 260 employees from Kenya breweries limited company. Simple random sampling method was utilized to get a sample of 78 that represents the total population of 260 employees. Questionnaires were employed to get information from the respondents. Data validity was verified using Cronbach| Alpha of at least 0.70 level of validity. SPSS version 27 was utilized to assess the data, which was then demonstrated in tables and figures. The study found that there was a strong and positive correlation between cost leadership strategy (β=0.0521, p= <0.05), differentiation strategy (β=0.1064, p= <0.05) and focus strategy (β=0.2305, p= <0.05) and the performance of Kenya Breweries Limited in Nairobi, Kenya. The study concludes that cost leadership strategy allows the company to offer its products at lower prices than its competitors which help the Kenya Breweries Limited attract more customers and increase its market share. Differentiation strategy leads to increased customer loyalty and brand recognition which result in higher sales volumes and increased market share, ultimately leading to improved operational outcomes. The company aims to improve its overall performance and achieve sustainable growth in the competitive beverage industry by focusing on specific goals and objectives. The study recommends that the KBL should focus on optimizing their supply chain to reduce costs which may involve negotiating better deals with suppliers, implementing efficient inventory management systems, and improving logistics and distribution processes. Kenya Breweries Limited should invest in research and development to create unique and innovative products that cater to specific customer needs and preferences. The company should tailor their products and marketing strategies to better meet the needs and preferences of these specific groups through identifying specific niche markets within the larger consumer base.

Key Words: Cost Leadership, Differentiation Strategy, Focus Strategy   

CITATION: Nteere, S. N., & Osieko, M. (2024). Bridging the digital divide: the impact of virtual space initiatives in enhancing organizational performance of correctional services in Murang'a County, Kenya. The Strategic Journal of Business & Change Management, 11 (4), 722 – 737. http://dx.doi.Org/10.61426/Sjbcm.v11i4.3113


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DOI: http://dx.doi.org/10.61426/sjbcm.v11i4.3113

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