| dc.description.abstract | A company has a competitive advantage whenever it has an edge over its rivals in
securing customer and defending against competitive forces. Competitive advantage
plays a critical role in organizations in pursuit of policies growth that create high-quality
goods to sell at high prices in the market. East African Breweries Ltd (EABL) continued
to dominate sales in 2007 with the majority market share. Despite East Africa Breweries
Limited implementing competitive strategies, empirical study on the role of competitive
advantage in company has not been established. This study seeks to determine role of
competitive advantage in East African Breweries Limited. The objective of the study was
to determine the factors influencing competitive advantage by East African Breweries
Limited within the beer manufacturing sector in Kenya. This was a case study since the
unit of analysis is one organization. Primary data was collected using self-administered
interview guide with the manager. This was a case study aimed at getting detailed
information regarding the achieving competitive advantage through adoption of
innovation strategies.Content analysis was employed. This is a systematic detailed
qualitative description of the objectives of the study. It involved observation and detailed
description of objects, items or things that comprise the study.The study conclude that the
company ensured delivering of the highest quality brands by manufacturing variety of
quality beer products including Tusker Lager, Tusker Malt Lager, Pilsner and White Cap
Lager which are superior to products of its competitors. This was due to company
employing consumer driven business and where the EABL takes time to study the market
and understand consumer needs and wants as well as how best to satisfy them hence
constantly invest in innovating and renovating company’s brands to stay at par with
dynamic consumer trends. The study concluded that company adopted product
differentiation strategies which enable its to offering variety of beer products to different
market segment offering high quality beer products, superior customer service and
achieving lower costs alcohol than its rivals achieving competitive advantage in the
market. The study concluded that adopted of various competitive strategies cost
leadership, product and focus influenced company achieving competitive advantage had
enabled the company to increase its market share, product quality products, access to
natural resources such as barley, access to highly trained and skilled personnel human
resources and new technologies, access to cheap labour and lower cost of production. The
study further concluded that attained market leadership position through production of
quality and superior alcoholic and non-alcoholic products effective distribution and
marketing enable the companies to be market leaders influenced achievement of
competitive advantage. | en |
