Response strategies to changes in external environment by Sony-sugar company limited

Abstract

This study was carried out to examine response strategies employed by SonySugar Company Limited to address changes emanating from its external environment. The research employed case study approach to undertake the exercise. It is worth noting that the world is always changing with time, and managers face complex and challenging pressures and opportunities from the business environment. Due to obvious changes, coupled with stiffer competition and technological advances, organizations must provide sufficient response strategies in order to survive, to grow and to remain competitive and profitable in the long run. The study sought to answer the following question: how does SonySugar Company Limited strategically respond to changes in its external environment? This study is of great significance to the management of the SonySugar Company Limited, the Kenya sugar industry, and the agricultural sector would be able to gauge the adequacy or capability of major response strategies to the escalating changes in the external environment i.e. corporations involved in farming, manufacturing and commercial activities. It was noted that the study would facilitate individual researchers to identify gaps in the current research and carry out further research in the related areas. An interview guide was used to collect data on response strategies employed by SonySugar Company Limited to adapt to changes in its external environment. The interview guide contained open ended questions that were administered by the researcher on relevant departments with specific personnel responding to the interviews. Data analysis and presentation was undertaken by the use of content analysis because the research was qualitative in nature. The study aimed at offering recommendations and solutions to policy makers and stakeholders on how to address the issues affecting the Kenya sugar industry, and more specifically the SonySugar. For purposes of this research, all public owned corporations were assumed to be having different and unique experiences occasioned by; political, economic, social, technological, legal and ecological (PESTLE) factors. The study examined different factors that have affected sugar productivity and profitability of SonySugar Company Limited and how the management strategically responds to these factors.