Abstract: This study sought to examine the strategies adopted to create a competitive advantage, specifically to determine the effect of Cost Leadership, Differentiation and Focus Strategy on competitive advantage in Doinyo Lessos Creameries Ltd. The researcher used survey research design. The researcher collected information that describes, explores, and quantifies social phenomena, particularly issues, conditions and problems that are prevalent in the society at a particular point in time; it is also a way of describing and explaining aspects of the identified population. The study targeted 108 company employees using a census on all targeted staff. A questionnaire was prepared for the employees to obtain primary data. After collecting data from the different groups and getting different information, the same were sorted out, coded and analyzed with the aid of Statistical Package for Social Scientists. Data was analyzed using descriptive and inferential statistics. Descriptive statistics involved mean, percentages, and standard deviation. Inferential statistics involved correlation and multivariate regression analysis. The analyzed data was presented using tables and their associated explanations. The findings showed that differentiation competitive strategy and focus competitive strategy had statistically significant effect on competitive advantage of Doinyo Creameries limited. However, the effect of cost leadership on competitive advantage was not statistically significant. The study recommends that the firm should concentrate on differentiation and focus strategies as they have significant effect on competitive advantage.
Keywords: strategies, competitive advantage and competitive strategies.
Title: Strategies Adopted to Achieve Competitive Advantage in an Organization: A Case of Doinyo Lessos Creameries Ltd in Eldoret, Kenya
Author: Eunice Jemutai Kipruto, Dr. Abel Anyieni
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
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