| dc.description.abstract | Firms throughout the world do face slower growth as well as domestic and global competitors that are no longer acting as if the expanding pie were big enough for all. Growth in the baby food market has attracted more and more players with different offerings leading to cut throat competition. The objective of this study was to find out how effective Nestle Kenya Limited has been in leveraging competitive strategy to counter competition and thus it was a was a case study of Nestle Kenya Limited. Primary data was collected using questionnaires that was used to record data. Data was collected from all member of the department. This included 6 Medical delegates, Medical field Operations manager, Brand executive, Category Chanel Sales Development Manager, Demand planner, Data support Analyst, Business Analyst, Scientific and external affairs Manager and the Country Business Manager and the type of data analysis was content analysis.
From the study the researcher concludes that, creating and nurturing strong brands is an effective form of countering competition in the food and beverage industry and therefore it is important where consumers already identify with a certain firms brand to forming barriers for new entrant. It is realized that profitability remains the major performance measure in most firms while specialization of the business and information intensity stands as the most organizational determinants in adoption of competitive strategies.
The researcher therefore recommends that for any firm to position itself strategically, organizational, individual as well as environmental factors affecting a firm should be identified and watched out since sustainable competitive advantage depends on hard to imitate organizational capabilities based on business processes which distinguish a company from its competitors in the eyes of the customer. in addition, firms should always ensure innovation and renovation of its products using current research and endeavors' to build a pioneering organization at the cutting edge of their products. Moreover, adherence to quality management, quality objectives and policies as well as effective formulation of policy and implementation are the preeminent recommendation on the organizational policies and procedures for successful adoption of competitive strategy to counter competition.
Key words: Leveraging; Competitive strategies; Counter competition; Nestle Kenya Ltd | en_US |
