| dc.description.abstract | Pharmaceutical industry in Kenya consists of manufacturers, distributors and retailers.
Strategy is the direction and scope of the organization over the long term, which achieves
advantage for the organization through its configuration of resources within a changing
environment to meet the needs of markets and to fulfill stakeholder expectations.
Differentiation is a strategy whereby firms attempt to gain a competitive advantage by
increasing the perceived value of their products and services. The objective of the study
was to determine the differentiation strategies adopted by the Pharmaceutical
manufacturing companies in Kenya. The research design was a descriptive survey. The
population of the study was the 26 licensed Pharmaceutical Companies Manufacturing
Human Medicine in Kenya. Data was collected using a standardized questionnaire with
drop and pick method. The study found out that that majority of the companies use selling
and promoting standardize products, provide to all with customer made products, go direct
to the end user and select advertising media as promotion strategies. Introducing multiple
brands to meet unique needs of a given market, introducing a product to people as well as
introducing a brand to meet specific needs of a given market; are the marketing strategies
used by majority of the Pharmaceutical manufacturing Companies in Kenya. From the
findings, providing packages that are easier to handle was used as a production strategy.
The study further found out that majority of the companies provides delivery services to
customers as a service strategy; while strong sales team to sell products to customers;
employing a highly qualified sales team is used as a personnel strategy. In
recommendation, there is a need for the companies to strengthen other marketing
strategies like introducing a brand to meet specific needs of a given market and
introducing a product to people, to have a proper and reliable market as well as adopting
the strategy of producing original drugs for competitiveness in the market | en_US |
