Competitive strategies adopted by Coca-Cola Kenya
For organizations to survive and remain profitable in the competitive environment, it is necessary for them to be aggressive in their search and development of strategies that provide competitive advantage as they step up defensive strategies to protect their competitive advantages held. Any organization that fails to adopt competitive strategies will not make it especially if competition is cut-throat. The purpose of the study was to determine the challenges of competition faced by Coca-Cola Kenya in the Soft Drinks Industry and to establish the Competitive Strategies it had adopted to cope with the competition. This was a case study and only primary data was used for the study. Interview guides were administered among senior managers at Coca-Cola Kenya to collect data. Being a case study, conceptual content analysis was the most useful in analyzing the data. The study found that Coca-Cola Kenya is facing a lot of competition challenges especially from new entrants. From the study findings, the researcher concludes that with the new entrants and consumers' increased awareness of healthier products, the market share of Coca-Cola in the Soft Drinks Industry is decreasing. It has consequently adopted various strategies which include revamping its juice manufacturing and embarking on serious marketing campaigns. Other long term strategies include odernization of equipment, expanding existing capacity in order to meet the ever growing consumer needs and partnering with fruits and vegetables farmers in various parts of the country in its quest to increase its presence in juice manufacturing. The study recommends that Coca-Cola Kenya should intensify its marketing campaigns on its juices to create awareness to consumers who are not aware of their new range of products, lobby for better legislation and include its bottlers in their strategy formulation and not just the implementation.