Response strategies to macro-environmental changes by alcoholic drinks manufacturing companies in Kenya
The macro environment is continuously C:::::dC:e organizations need to be flexible in order to adapt to the changes. Organization flexibility is the main capability that enables companies to face environmental fluctuations as it makes the organization more responsive to change. For this reason this study sought to investigate the response strategies to macroenvironmental changes by alcoholic drinks manufacturing companies in Kenya. The study had two objectives namely: to establish the challenges facing the alcoholic drinks manufacturing firms in Kenya as a result of changes in the macro environment and to determine the response strategies adopted by alcoholic drinks manufacturing companies in Kenya in order to cope with the macro environmental changes. The study adopted a descriptive survey design as the main design for the study. The study also adopted the census as the study technique to select all the alcohol manufacturing companies in the country. The study used the questionnaires as the main method of data collection. The study found that the response strategies that were adopted were differentiation, strategic alliances, mergers, acquisitions, new product development, cost leadership, positioning, divestiture, diversification, new markets, new products, new services, unrelated diversification and. turnaround strategy. The study suggested that future researchers should to a correlation study that seeks to relate the response strategies and the challenges facing the alcohol manufacturing firms so as to determine the impact of the response strategies on the challenges.