Achieving competitive advantage through differentiation of market offerings: the case of chemical fertilizers importing companies in Kenya
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Date
1999-10Author
Kibiru, Charles R
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
The primary objectives of this study were, (i) to investigate whether the marketing strategy of
differentiating the market offerings is being practiced in Kenya,(ii)to assess the extent to which adoption
of differentiation strategies influences a firm's competitiveness and (iii)to assess whether there is a
relationship between a firm's demographic variables and the adoption of differentiation strategy.
The researcher was prompted into undertaking this study by the numerous readings about differentiation
strategy and especially the arguments that any product can be differentiated to give it a unique position
the industry. All the ten (10) commercial fertilizer importing companies in Kenya were included in the
study. The researcher personally administered a partially structured questionnaire. The response rate was
ninety percent.
The principle research findings of the study were that; the marketing strategy of differentiating the
market offerings is being practiced by the chemical fertilizer importing companies in Kenya, adoption
differentiation strategy greatly influences a firms' competitiveness and that there is a relatively low
relationship between a firms' demographic variables and adoption of differentiation strategy on the one
hand and between a firm' s demographics and the achievement of competitive advantage .
Publisher
School of Business, University of Nairobi
Description
Master of Business and Administration,