Distinctive Competencies and Performance of Beverage Firms in Nairobi

Abstract

The competitive climate in which businesses currently operate forces them to concentrate on distinctive strategies that provide them an edge. Globalization, technical advancement, and the quick spread of new technologies all contribute to the competitive business climate. By defining their core competencies, businesses may focus on areas that provide them an edge over rivals and a competitive advantage. This research was aimed at the performance of beverage companies in Nairobi, Kenya in respect to distinguishing capabilities. Competitive advantage, dynamic capability and resource-based theory served as the foundation for this investigation. Twenty two beverage industries were the study's target population. Descriptive research design was used and through the use of a standardized questionnaire, primary data was gathered. The survey findings shows that firms have progressed beyond product quality standards compliance to enhance firm performance. Organizations are undertaking research and development projects to create cutting-edge innovation for long-term market competitive advantage. To elicit a positive response from the target consumer, businesses use marketing to determine the requirements and desires of the target market and to convey the company's brand image and product value. The majority of workers in diverse firms focus more on producing the greatest outcomes for the business and demonstrate tenacity, ingenuity, and a sense of mission in doing so. Based on the results, the research suggests that beverage firms acquire those unique capabilities that are appropriate for them and fit the shifting market need to guarantee that they obtain a competitive edge. Additionally, businesses should invest in the creation of new products and the implementation of effective, eco-friendly production techniques. Last but not least, the study suggests that companies make sure that before setting their price, they undertake research on costs in order to establish a price that is agreeable to both present and new consumers.