Marketing Strategies to Be Adopted by the Dairy Industry to Improve Company Competitiveness: a Case Study of Kinangop Dairy Ltd

Abstract

The study was aimed at determining the marketing strategies to be applied by the dairy industry to improve the company competitiveness with reference to Kinangop Dairy limited. The researcher adopted a descriptive research design as there were variables in the study that could not be quantified. Data was collected through interviews and the data collected was analyzed through content analysis method which helped in the understanding and analysis of the findings. The study observed that the strategies of differentiation, market segmentation and cost leadership can be applied to improve on company’s competitiveness. The study recommended that the company needs to make more profits by considering a price reduction and by making the cost of production as low as possible in order to reduce the prices of various products making the company’s products more competitive in the market. There is also need to compare the company prices with what is available in the market. Proper use of cost leadership strategy is crucial in achieving the company’s competitiveness. There is need for the company to properly segment its market to address the customers’ needs in various locations given that this has not been properly explored by the organization as a strategy that increases the company’s competitiveness in the ever increasing competitive market. Finally the study recommends that Kinangop dairy should do more to ensure that its products are as competitive as possible by practicing differentiation and marketing approaches to address the varying needs of each market.