Strategies That Are Used by the Horticultural Crops Directorate (Hcd) in Kenya to Increase Exports

Abstract

The objective of the research is to identify strategies that are used by the Horticultural Crops Directorate to increase horticultural exports from Kenya. As the environment and market conditions changes with time, organizations need to formulate new strategies for them to remain competitive. In the case of international business an organization or government must make a commitment to keep pace with its competitors with an aim of increasing its market share. This is achieved by continual review of a firm’s strategies. Successful strategy implementation requires the input and cooperation of all players in the company; it requires linkage in two dimensions both vertical and horizontal. Over the last decade the agricultural industry in Kenya has generally experienced low and declining productivity in terms of export earnings, employment creation, food security and household farm income. This is not the case in the Horticultural export sub sector that has continually experienced growth over the years. This study will serve to benefit management consultants, policy makers and future scholars who may wish to undertake further research in related aspects of horticultural exports in Kenya. The study employed a case study as its research design and primary data was used in the research. Data was collected using an interview guide. Qualitative data was analyzed using content analysis and was presented in prose form. The findings of the study suggest that the directorate had developed strategies that were geared towards accomplishment of its set objectives. The directorate has also realized that to achieve its objectives and also be competitive enough, they need well-established relations with countries that are the largest consumers of horticultural crops. As such one of the directorate’s strategies involve liaising with commercial diplomats. Other strategies applied by the directorate to increase export of horticultural crops involve applying market standards, focusing on the capacity building of industry stakeholders and encouraging horticultural farming as a business in Kenya. Findings from this study noted as much as there have been an increase in the production and export of horticultural crops, the directorate should focus on employing strategies that will result in further reductions on the price of horticultural crops enabling horticultural products in Kenya to be priced competitively against other international exporters.