| dc.description.abstract | The objective of the study was to establish the strategies adopted by EABL in enhancing
sustainable competitiveness in Kenya. The research design for the study was a case study
of East African Breweries Limited. The data collection tool that was used for the study
was an interview guide to collect primary data. The data was analyzed through content
analysis. The study established that East African Breweries Limited had adopted
competitive strategies that have enabled the company to have continued sustained
competitiveness. The strategies include effective corporate social responsibility,
continuous innovation, cost leadership strategy, product differentiation strategy, human
resources management strategies, diversification strategy and marketing strategies such
as television, radio, print and billboard advertisements, consumer promotion and
sponsorship of various events. The study recommends that the company should continue
formulating and implementing more strategies to enhance sustainable competitiveness
and should target to progress not only locally but also globally. The study further
recommends that other firms in the beer sector should ensure they adopt competitive
strategies that would enable them to grow successful a midst the competition and
turbulent environment. | en_US |
