dc.contributor.author | Mutie, Thomas M | |
dc.date.accessioned | 2013-03-14T10:32:41Z | |
dc.date.issued | 2010-09 | |
dc.identifier.citation | MBA Thesis 2010 | en |
dc.identifier.uri | http://erepository.uonbi.ac.ke:8080/xmlui/handle/123456789/13793 | |
dc.description | Master Thesis | en |
dc.description.abstract | With increase in competition that most companies are facing today, rewards will accrue to those
who can read precisely what consumers wants by continuously scanning the environment and
delivering the greatest value to customers. This research was studied with a case study of Coca
cola (Kenya) Ltd which gave in-depth information on the competitive strategies adapted by the
company and the effects on the organization performance. Questionnaires was used and
administered to the managers in the various departments of Coca Cola (Kenya) Ltd. Such
questionnaire was designed to give a brief knowledge of the competitive strategies adopted by
the company. Closed-ended questions were predominantly be administered to gather for
subjective answering. However, a number of open-ended questions were used to give room for
quality information that could have been overlooked. The targeted case was major departments
in the company. Data collected was analyzed based on primary statistics such as the frequency
analysis and reliability tests. In addition, factor analysis and Spearman correlation analysis were
adopted to determine success factors for the operation of e-channels by Coca cola (Kenya) Ltd.
The information was displayed by use of bar charts, graphs and pie charts. service quality and
customer relationship are the most effective competitive strategy used by soft drink industry as
well as differentiation of product by the various departments in Coca Cola (Kenya). This is
crucial in creation of competitive edge among soft drink industry since differentiated products
give a customer a variety of products from which they can explore and see their benefits.
Towards this end, the researcher recommends that, Coca Cola (Kenya) carry customer surveys in
order to know the exact needs of their clients. This would assist the Coca Cola (Kenya) in
coming up with strategies that are workable and longlasting. However, customer relationship
should not be enhanced at an expense of cost leadership since customers are very sensitive to
prices. The researcher also recommends that, the sample size be expanded to include other
companies in the soft drink industry like Softa Limited in order to make a comprehensive
conclusion. At the same time the same study should be carried on another industry rather than
soft drink sector, especially in the manufacturing sector, to enhance comparison. | en |
dc.description.sponsorship | University of Nairobi | en |
dc.language.iso | en | en |
dc.subject | competition, performance,organization, strategies | en |
dc.title | An investigation of the effects of generic competitive strategies on performance of Coca cola Company (Kenya) Ltd | en |
dc.type | Thesis | en |
local.publisher | School of Business, University of Nairobi | en |