Strategic responses by manufacturing pharmaceutical firms to changes in the pharmaceutical industry in Kenya

Abstract

This research was designed to investigate the strategic responses adopted by local pharmaceutical manufacturers to changes in the pharmaceutical industry. The objectives of the study were to identify the environmental challenges facing local pharmaceutical manufacturers and to establish the strategic responses that have been adopted to mitigate the environmental changes. The organizations that were studied were Cosmos, Laboratory & Allied, Elys and Dawa pharmaceuticals. The data was collected from the directors and senior managers through a questionnaire. The local pharmaceutical manufacturing firms have adversely been affected by the changes in the business environment in the past five years. This has led to adoption of new strategies in order to remain competitive. The findings of the study indicate that local pharmaceutical manufacturing firms have adopted response strategies such as pricing, marketing, strategic alliances and information, communication and technology response strategies.