Strategic responses adopted by Sameer Africa limited in coping up with the challenges of foreign tyres entry in Kenya.

Abstract

The alignment between strategy and environment lies at the centre of strategic management. Organizations are faced with turbulence and stiff competition in their external environment. There is need to be conscious of the changes in the environment in which they operate and respond to various factors in the environment in order to remain relevant. Increased competition has created fundamental shift in the economic environment where organizations have to come up with proper strategic responses to stay afloat. This study sought to establish the strategic responses adopted by Sameer Africa Limited in coping with the challenges foreign tyres entry in Kenya. The study used a case study as its research design. The researcher used primary data for the purpose of this study. The primary data was collected using an interview guide with open-ended questions which were administered to top management of Sameer Africa Limited as the respondents. The qualitative data collected was analyzed using content analysis technique. The study found that Sameer Africa Limited uses different respond strategies like; market and product development, vertical integration, research and development, price fluctuations among others to respond to turbulent business environment. The study found that advances in technology has led to a drastic improvement in productivity and reduction in costs. Sameer Africa Limited has engaged itself in information technology where the technology has become indispensable ingredient in the company in several strategies that has enabled it to meet challenges of change. The study concludes that market and product development highly helps Sameer Africa to respond to turbulent business environment. The study recommends the management of Sameer Africa Limited to implement market and product development strategy as it would help the company to prolong the life cycle of current product or take advantage of a favorite reputation.