Competitive Strategies and Performance of Sony Sugar Company Ltd, in Kenya

Abstract

This study focused on the competitive strategies applied by Kenyan manufacturing companies as a result of competition. This study therefore sought to fill the existing research gap by carrying out a case study on the competitive strategies employed by Sony Sugar Company to enhance its performance. This research was conducted through a case study to enable the researcher explore the matter in depth. Primary data was collected using the interview guide method. Secondary data was obtained from journals. Content analysis was used to extract key themes, concepts and arguments from collected qualitative data. Sony Sugar Company has adopted various strategies for enhancing its performance. These are the generic strategies i.e. differentiation strategy, focus strategy and cost leadership strategy. The findings further indicate that Sony Sugar Company engaged into aggressive marketing to attract a wide range of customers. The company also produces differentiated products to meet the customers’ tastes and preferences and to cater for a wide market segments characterized by different needs. The study also shows that Sony Sugar Company has begun the production of power thus emergence of diversification. The study was limited to Sony Sugar Company; hence, its findings cannot be used to generalize the practice in the entire sugar industry due to differences in systems, organizational structures and capabilities. Therefore, there is need for more study to be done to identify strategies being employed by other players in the sugar industry as the environment always keeps on changing and this may dictate the need for new strategies being adopted for growth and survival.