| dc.description.abstract | The study was conducted by interviewing senior managers of the company. The study
intended to identify the changes that have occurred in the flour milling industry, the
challenges these changes pose to Unga and how the company has responded to them.
For determining the responses to competition, Porter's five-force industry model was
adopted, that is, the entry of new competitors, threat of substitute products, bargaining
power of suppliers, bargaining power of buyers and the rivalry between existing
competitors in the industry.
Historically, Unga was a dominant player in the flour milling industry until the early
1990s when globalization and economic reforms saw an influx of other players in the
industry.
The study found out that competition has really intensified in recent years and the
company has adopted several strategies to respond to increased competition. These
strategies include quality consistency, flexible pricing, product rationalization and
branding.
The study used primary data collected through an interview guide administered to eight
respondents. However, only six of these respondents were interviewed. Secondary data
was also used from the existing company records at the company's Ngano House head
office in Nairobi. | en |
