Marketing Strategies Adopted by Cipla Kenya Limited in Response to Competitive Rivalry in the Pharmaceutical Industry in Kenya

Abstract

The pharmaceutical companies are in constant competitive rivalry aimed at showing how superior the products they have invested in are with a view to outsmart their rivals and secure their position in the market place. Today’s market economy is characterized by firms adopting marketing strategies that are involved in the future thriving of the firm with a view to respond to competitors ‘rivalry. The study objective was to determine CIPLA Kenya Limited adopted strategies in relation to competitive rivalry in the generic pharmaceutical industry in Kenya. Open systems and resource based view theories was guided this study. The researcher adopted the case study research design as it places more importance on full contextual analysis of lesser events or conditions and the intervention. Data collection was done using interview guide and analyzed using content analysis. This study inferred that strategic marketing increases efficiency by producing a brand identifiable with the customers and improved market share. Furthermore, strategic marketing is critical in enticing and retaining customers and therefore increased revenue. The study recommended that CIPLA Kenya Limited should collaborate with the Research & Development on changing customer needs in order to be able to produce the corresponding innovative product to introduce into the market in a timely manner and in good supply.