Abstract: The general objective of the study was to investigate influence of competitive strategies and performance of privately owned meat processing companies in Nairobi through a survey of the Alpha fine foods. The study explored the influence of cost leadership strategy and performance of privately owned meat companies in Nairobi; assess influence of Time based distribution strategy and performance of privately owned meat companies in Nairobi; determine the influence of differentiation strategy and performance of privately owned meat companies in Nairobi; establish the impact of Focus differentiation strategy on performance of privately owned meat companies in Nairobi. The firm performance was measured using annual sales and return on asset. The instrument for data collection used in the study was questionnaires. This study used descriptive survey approach. Data was analyzed using inferential statistics, regression analysis and ANOVA. SPSS version 22 was used to code and run the data. The study results also indicated that cost leadership strategy, Time based distribution strategy, differentiation strategy, Focus differentiation strategy had significant effect on performance of privately owned meat companies in Nairobi. Based on the study findings, the study concludes that performance of privately owned meat companies in Nairobi can be improved by Cost Leadership Strategy, Time based distribution strategy, Differentiation strategy and Focus differentiation strategy strategies. First, in regard to Cost Leadership Strategy, the regression coefficients of the study show that it has a significant influence on performance of privately owned meat companies in Nairobi. The study therefore recommends that management of Alpha fine Foods or any other organisation that seek to enhance their firm performance should ensure that their costs of production are below the industry average. Based on these findings, the study recommends that firms that seek to enhance their performance must ensure timely delivery of their products to the market. Therefore the firm management through the marketing department should ensure they adopt mass distribution of products when the market is available this will ensure that their products are always available and customers van rely on them. The study further recommends that firms should assess their value chains and compare with the value chains of other players in the markets which will help them design a differentiation strategy not being implemented by competitors and which enhance customers’ satisfaction and product quality.
Keywords: Competitive Strategy, Organizational Performance, Cost Leadership, Products Quality, Differentiation Strategy, Focus Differentiation Strategy.
Title: INFLUENCE OF COMPETITIVE STRATEGIES ON PERFORMANCE OF PRIVATELY OWNED MEAT PROCESSING COMPANIES IN NAIROBI
Author: GAUDENCIA M.A LIAMBILA, Dr. MARY MWANZIA
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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