Strategies Employed by Keroche Breweries Ltd to Gain Competitive Advantage

Abstract

In the ever growing industry environment, every firm that is interested in becoming successful and remain competitive in the market must employ specific a strategy policies to actualize this. The company must be in a position to adjust its strategies to conform with the varying conditions, improving technology and the move of its competitors. In the recent past, the brewing industry in Kenya has undergone significant changes due to consumer’s taste as well as changes in technology. As such, this research seeks to find out the strategies used by Keroche Breweries Limited to gain competitive advantage. This study was guided by the objective of establishing strategies employed by Keroche Breweries Limited in to achieve competitive advantage. The study used a case study design since it involved the Indepth analysis of only one organization. The study Utilized interview guide to gather primary data from Keroche Breweries ltd department managers. The data was collected on the study topic on Strategies employed by Keroche Breweries ltd to gain competitive advantage. The study targeted 3 interviewees and the researcher was able to interview all of them. The researcher used content data analysis to get the research findings, conclusions and recommendation considering that the data was qualitative. The study findings were analyzed in terms of the organizational competitive forces as well as the strategies employed to explore the competitive environment. The research also provided the summary of the findings, conclusion and recommendation. The researcher provided the limitation of the study and finally suggested for further research. The Study found out that in order to gain competitive advantage, the company needed to adopt effective strategy policies as well as keeping track of their implementation. The study concluded that Keroche Breweries ltd seems to be doing commendable job in utilizing the strategy policies which have made it gain competitive advantage. It is evident that the company is conscious of the need for the implementation of the policies. The study recommended that Keroche industries needed to be more aggressive in its innovation, production and marketing of it products. The study also recommended that the company to consider effective implementation of strategic policies geared towards sustained growth in order to survive in the competitive market.