A Study Of Responses Of Milk Processing Firms To Increased Turbulence In The Macro Environment Of The Dairy Industry In Kenya: A Case Study Of New Kenya Co-operative Creameries Limited

Abstract

This management research has one major objective, to identify the responses New K.C.C Ltd. has put in place to respond to increased turbulence in the dairy industry. This is a case study whose respondents comprise of the departmental heads of the company. The primary and secondary data collection methods were applied. Personal interviews guided by a semi-structured questionnaire were used to collect the primary data. Content analysis method was used for data analysis. The findings of the study were that New K.C.C Ltd has been severely affected by the changes in the environment which have been analyzed in the areas of the Political, Environmental, Social/cultural and technological. In conclusion, the company has adopted both strategic and operational responses in order to compete effectively in the turbulent environment of the dairy industry. Recommendations for policy and practice are that the company should be set free from political interferences in order for it to compete viably in the market. Technological advancements should be enhanced as well as encourage agencies with a strong financial base to handle the delivery of milk. A research and development unit to be set up to keep the company informed on all new developments in the market. The company should be sensitive to the market forces to be able to set up favorable prices for the farmer and have a competitive remuneration package for their staff.