Strategic repsonses to competitive environmental conditions in the beverage industry in Kenya: a case study of Nestle (K) Ltd
In today's fast-changing competitive environment, firms' competitive positions are constantly challenged by the emergence of new technologies, products, markets and competitors. As a result, organizations have to respond strategically to environmental factors in order to be sustainable. Therefore to succeed in the long term, organizations must compete effectively and out-perform their rivals in this dynamic environment. They must find suitable ways for creating and adding value for their customers as competition exerts pressure on firms to be proactive and to formulate successful strategies that facilitate proactive response to anticipated and actual changes in the environment. Firms therefore focus on gaining a competitive advantage to enable them respond to, and compete effectively in the market The study aimed at determining the responses to competitive environmental conditions in beverage industry in Kenya with emphasis on Nestle (K) limited. In doing so, the study identified the various strategies in which the organisation has put in place in order to remain competitive in the very uncertain market it is operating in consideration of the many challenges it is facing. In trying to determine the objective of the study, the research adopted a case study approach where by five senior employees in Nestle (k) that were engaged at one level or another in strategy formulation and implementation were interviewed and their response analyzed. The study established that the organisation has undertaken a series of restructuring programmes to make decision making and staff relationship flexible enough to respond to the challenges that faces the company. This' restructuring process involved making the organisation structure much flatter and removing unnecessary bureaucracy in decision making. The organisation as also realized that to achieve their objective and also be competitive enough, they need a well equipped workforce . Towards this end, the organisation has continued recruiting young and dynamic staff that will blend well with the existing staff to provide the much needed stewardship in the turbulent waters it is in. for the strategies to be adopted by all the staff, the organisation has made the process an all inclusive whereby the inputs of all departments is being incorporated. The strategy implementation process of the firm is also being lead by the top management of the organization to give it the seriousness it deserves.