Competitive Strategies Adopted by Kenya Tea Packers Limited

Abstract

A business strategy can be defined as the determination of how a company will compete in a given business and position itself among its competitors- a summary of benefits expected from a business strategy include; giving rise to improved profitability; providing procedures for analyzing and rules to deal with competitors; helps in the management of the environmental problems facing an organizations and it contains specific policies that could be adopted to achieve organizational goals. The focus of the study was to investigate competitive strategies adopted by KETEPA. Data was collected using an interview guide, which was administered to senior managers of various departments in the organisation responsible for strategy formulation and implementation of strategies at KETEPA. It was established that the organization embraces the marked oriented strategy while producing its products. The organization adopts differentiation strategy and total quality management so as to meet the customers quality needs. It was also established that the firm has adopted strategic alliances with other bodies to combine core competencies. However, the firm should put more efforts on their brand to fight off the counterfeits in the market. Also, they should come up with more products to fight new entry to the market. Further research, is required to explore the role played by the leadership and technology coupled with the company culture in corporate strategic plan formulation, implementation and control.