New Product Development Process in the Cement Industry: Case of Savannah Cement Limited, Kenya

Abstract

roduct Development is an important business process for every technology driven company in its bid to secure future growth and sustained success in the marketplace. As the forces of global competition and consumer sophistication continue intensifying, business organizations are forced to rethink and redesign their strategies in order to meet the requirements of the changing market place. The main objective of the study is to establish the cement product development management in Kenya using a case of Savannah Cement Limited (SCL). The study was guided by the following specific research objectives, establishing the strategies adopted by SCL in cement production management, determining the effectiveness of cement product development at SCL; establishing the challenged in cement product development at SCL, establishing the drivers of product development at SCL. The research used descriptive survey method; the population of interest was staff in SCL manufacturing firm in Kenya. The study used primary data, which was collected using a questionnaire containing both structured and unstructured questions. The data was processed through Excel application and Statistical Package for Social Sciences (SPSS). The presentation of the information was by tables, charts and graphs in form of frequencies and percentages. The study found that SCL relied on a unique product as well as consistent management focus in its bid to gain competitive advantage. The effectiveness of these strategies were seen in the year 2013 month by month growth in sales and consumer acceptance. It was therefore concluded that the product development process and strategies used at SCL could be used as long term strategies to expand market shares.