Strategies adopted by east African breweries Limited in enhancing sustainable competitiveness In Kenya

Abstract

The objective of the study was to establish the strategies adopted by EABL in enhancing sustainable competitiveness in Kenya. The research design for the study was a case study of East African Breweries Limited. The data collection tool that was used for the study was an interview guide to collect primary data. The data was analyzed through content analysis. The study established that East African Breweries Limited had adopted competitive strategies that have enabled the company to have continued sustained competitiveness. The strategies include effective corporate social responsibility, continuous innovation, cost leadership strategy, product differentiation strategy, human resources management strategies, diversification strategy and marketing strategies such as television, radio, print and billboard advertisements, consumer promotion and sponsorship of various events. The study recommends that the company should continue formulating and implementing more strategies to enhance sustainable competitiveness and should target to progress not only locally but also globally. The study further recommends that other firms in the beer sector should ensure they adopt competitive strategies that would enable them to grow successful a midst the competition and turbulent environment.