Competitive strategies adopted by pharmaceutical distributors in nairobi, kenya

Abstract

This study sought to establish competitive strategies used by pharmaceutical distributors in Nairobi and to determine the factors influencing their choice of competitive strategies. The study adopted a descriptive survey design where stratified disproportionate random sampling was used to select a sample of 74 pharmaceutical distributors in Nairobi. Primary data was obtained by use of questionnaires. Quantitative data collected using the questionnaire was analyzed by the use of descriptive statistics such as mean, standard deviation, frequency and percentage. The information was presented by use of tables and in prose-form. The study established that pharmaceutical distributors only use both differentiation strategies and cost leadership strategies to a little extent in a bid to remain competitive in the market. The cost leadership strategy options employed to a great extent in response to changes in the market were new service features in response to demand and use of knowledge from past experience. The study further established that the geographical area inform focus strategies among the pharmaceutical distributors to a great extent and that consumer demand, product attributes, and market and economic trends affect the pharmaceutical distributors in Nairobi while finding a product’s optimum price to a great extent. The study recommends that pharmaceutical distributors should be flexible enough to pay close attention to buyers` distinctive preferences. They should take on the challenge of differentiating their products and also carry out heavy sensitization of the public on the risks and possible existence of counterfeit drugs that are made to look alike in the market.