| dc.description.abstract | The main objective of this study was to examine the response of Nairobi Bottlers Ltd (NBL) to competition, in Kenya. The study, also, sought to establish the competitive challenges facing Nairobi Bottlers Ltd. This study utilized a case study research design. An interview guide was used to collect data on the response of NBL to competition in Kenya.
The interview guide with open ended questions that was administered by the researcher sought views from ten heads of departments. However, only eight of these managers gave their views to the researcher. Data was analyzed and presented using content analysis. This is due to the fact that the research was qualitative in nature. The study findings indicate various competitive challenges facing NBL including substitute products and the rapid changes in technology. Other competitive challenges include barriers to entry and exit, increased power of suppliers and the changes in customer tastes and preferences.
NBL responded to competition through product and market diversification and development, focus, product differentiation and investment in modem technology. In addition the firm utilized aggressive marketing strategies such as premium pricing, advertising and distribution. It is hoped that the findings of this study will be of great value to the following groups; First, is Nairobi Bottlers Ltd Management could use the findings of this research to identify the strategic gaps in their responses to competition and the effectiveness and limitations of the responses.
The research will provide information on the competitive strategies adopted by NBL in its endeavors and how they influence the performance and long term success of the organization. For potential investors, the study findings will help them understand the nature of competition in the industry and therefore, make decisions on investment in the industry. Some of the limitations of the study include lack of enough research time, and the unwillingness of the interviewees to supply the right responses. The interviewees were, also, suspicious that such study could expose their competitive advantage to their rivals. Due to the limitations, therefore, the researcher recommends that research be done on the influence of the external environment on NBL competitive edge; and the impact of technological change on NBL's profitability | en_US |
