Strategic Agility for Post Covid-19 Resilience at East African Breweries Limited

Abstract

The determination of the strategic capabilities and agilities of a company as evidenced by its resilience to unexpected circumstance has been the subject of widespread debate and academic assessments. This research investigation thus sought to ascertain the strategic agility for post COVID-19 resilience at East African Breweries Limited. In order to determine the implications of strategic agility for post COVID-19 resilience at EABL, five (5) of the top level managers of the company were interviewed. The data collected was transcibed in the form of commom themes and key findings determined. Consequently, the study findings revealed that technology innovation, collaboration as well as operational capabilities were the key agility strategies EABL adopted to sustain its business model in the aftermath of the COVID-19 pandemic. The findings further revaled that technology and innovation was the most important strategic agility as it enabled new distribution channles to be opened up and enabled EABL to target more customers and instant feedback. Collaboration, and operational agilities were also significant in influencing post COVID – 19 resilience. The study thus concluded that the strategic agilities enabled East African Breweries Limited to be resilient in its operations in the face of the economic downturns that were caused by the COVID 19, underlined by its ability to bridge the gap between the company’s products and the customer. This plus the implementation of off trade strategists and analysts to ensure that they are privy to the changes within the market also underscored the resilience after the advent of the COVID-19 pandemic. The ability of EABL to also ensure that their workforce is motivated and healthy was also a marker of their resilience amid harsh economic times.