| dc.description.abstract | Businesses depend on the scare resources in their external environment .The scarce
resources include as land, labour, capital, information, intellectual property rights, or a
specific product or service. The degree of dependence is influenced by the importance of
the resource to the organization, the number of potential supplies and the cost of
switching suppliers. Therefore, the firm has ensured that there is a strategic match
between the changes in its business environment, strategic responses in place and the firm
capacity. It also means that, firms have to build on their existing strength to capture
market opportunities and further develop high-value products and services. This study
therefore sought to establish the strategic responses adopted by Sasini Limited to its
business environmental changes. The study findings are of significance to top managers
and business consultants in addressing environmental changes affecting their companies.
The findings also provide a basis and guidelines to Government agencies and research
organizations for developing and formulating policies. The findings will further provide a
baseline to monitor the trends in strategic responses to environmental changes while
identifying new challenges and recommendations. This research was conducted through a
case study. The study utilized primary data that was obtained from senior managers using
an interview guide. The data collected was qualitative in nature, and was analyzed using
conceptual content analysis. To conduct the conceptual content analysis, the data
collected, was coded, on the theme basis of strategic responses, vision, strategies adopted
to respond to the external environment and various organizational responses, levels of
competition and implementation in as far as globalization and liberalization of the
industry is concerned. The study revealed that Sasini limited is using certification of the
commercial coffee mills, adopting coffee value addition through roasting and packaging
as well as opening Savanna coffee lounges at the heart of Nairobi city working on the
improvement and rebranding of its existing coffee products and services as strategies to
respond to the changing business environment. The study recommends that, Sasini
Coffee Company limited should pursue to work very closely with outsourced coffee
growers and help them farm coffee as a business to realize high coffee production with
high quality attributes to easy penetration into specialty coffee world markets. The study
having adopted a case study design makes it difficult to generalize the findings to the
entire coffee sector. The study only allowed for in-depth study of Sasini Limited and can
only be inferred to other organizations with caution. This study was also limited by time.
The study had to be done within a limited time span and thus meant that intense exposure
to the subject variables may have been constrained. The study was further limited by the
fact that the researcher only interviewed senior managers of Sasini coffee company .The
study used a sample size of seven respondents’ and thus the study suggests that for other
studies dealing with the same, a larger sample size should be used. To this end, therefore
the same study should be carried out in other coffee commercial milling and marketing
firms to find out if the same results would be obtained. | en_US |
