Generic Strategies And Competitive Advantage Of Bata Shoe Company

Abstract

The study was purposed to reveal the linkage between generic strategies and competitive advantage of Bata Shoe Company, Kenya. Case study was used as a research design with Interview guide being used to collect primary data. Secondary sources from journals, books and other publications were also collected. Content analysis was preferred in data analysis. The study found that the employees appreciate the need for the generic strategies as they help them achieve the targets with ease at the same time improving the company competitive advantage. The information on generic strategies is share among the employees for them to realize the firm objectives as well as working towards the attainment of those objectives. This ensure that both the management and the subordinate staff work in unison to realize the common goal of the company. The study concludes that Bata Shoe Company has adopted various strategies such as product differentiation strategy, focus strategy as well as the strategy of cost leadership that has helped it position itself as the market leader. This position has enabled Bata Shoe Company to grow its client base due to increased customer loyalty. Based on the findings, the study recommends that there is need for managers of Bata shoe company as well as the policy makers to ensure enhanced client relationship management, increased customer satisfaction and growth in revenue and client base.