Analysis of the Structural Attractiveness of Kenya's Sugar Industry
Abstract
The character of industries varies from one industry to another. Industry
attractiveness on the other hand is evidenced by the profitability of the industry
which can be deduced from the performance of the firms in that industry.
Essentially industry structure is very important as it's a fundamental determinant
of a firm's profitability and consequently industry's attractiveness. The objectives
of the study were determining the structural characteristics of the sugar industry in
Kenya and consequently determine the structural attractiveness of the sugar
industry in Kenya. The study was greatly motivated by the fact that the millers in
the industry are grappling with performance and on the other hand there are many
entrants. The questions were divided into three subheadings with the first one
targeted towards gathering data about the general background of the firms. Part II
focused on structural manifestations of the industry and Part III focused on the
structural attractiveness of the industry. Questionnaires were administered to
Chief executive officer or corporate strategy managers and where these positions
were not in existence, to marketing managers and or managers' in-charge of
strategic planning. The study targeted 12 millers and all the 12 millers were
served with the questionnaires which were answered and returned. In analyzing it
was discovered that the industry has a growth potential. The structural
manifestations witnessed and the driving forces in the industry permits adequate
profitability. The research was however limited to the millers only meaning that
other industry players like the jaggeries were left out thus further research may be
conducted on the same.
Citation
Master of Business Administration, University Of Nairobi, 2013Publisher
Universty of Nairobi