Abstract: Sugar manufacturing firms in Kenya are facing myriad of challenges and bottlenects, for instance Mumias Sugar Company once a flag bearer in East and Central Africa is on its deathbed. Others like Chemelil Sugar and Muhoroni sugar are highly insolvent and under receivership. Despite the fact that most these sugar manufacturing firms have diversified their operations, the performance is dismal. The central theme of this study was to establish the effect of marketing diversification strategy, on supply chain performance of sugar manufacturing firms in Kenya. The study is guided by the theory of competitive advantage. Research design used was descriptive survey. Stratified proportionate sampling was used to select 396 respondents from a total of 1518 top-level managers, section heads and supervisors of sugar manufacturing firms in Kenya. Close-ended questionnaires were used as data collection instruments. The study reveal that Marketing Diversification had a moderate significant predictive effect on supply chain performance (r=0.519). Recommendation, market diversification is a source of competitive advantage. Expanding markets and niche reduces risk associated with fluctuating demand and changing customer taste and preferences.
Keywords: Marketing diversification, Supply Chain performance.
Title: A SUPPLY CHAIN PERFORMANCE FRAMEWORK FOR SUGAR MANUFACTURING FIRMS IN KENYA: A FOCUS ON MARKETING DIVERSIFICATION STRATEGY
Author: Kiongera,F.N., Ngacho,C., Otuya, W.
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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