Competitive strategies adopted by Kenya Tea Development Agency Limited
The study set to determine thefor the firm to remain .competitive both locally and globally. adopted by KTDA and the challenges the company encounters. The managers of KTDA will use the findings of this study to review the strategies adopted and build a more strong competitive position in the tea industry. Researchers and academicians will use this study as referral material for related studies. The literature review section has discussed the generic competitive strategies and the Porter’s Five Forces model to shed more light on the subject. The methodology used was a case study research design. The interview method was used to obtain data from the respondents using an interview guide. Data was analyzed using content analysis and presented in accordance with the study objectives. From the findings, it can be concluded that KTDA pursues a combination of cost leadership, differentiation and differentiation focus competitive strategies. However, a number of challenges are encountered which the management should continuously tackle in order for the firm to remain .competitive both locally and globally.