EFFECTS OF STRATEGIC RESPONSES ON COMPETITIVENESS AND SUSTAINABILITY IN CEMENT MANUFACTURING FIRMS IN KENYA
Nyasimi S. Zaile - Master of Business Administration, Jomo Kenyatta University of Agriculture and Technology, Kenya
Dr. Robert Gitau - Lecturer, Jomo Kenyatta University of Agriculture and Technology, Kenya
ABSTRACT
The overall purpose of this study was to evaluate the strategic responses to gain sustainability and competitiveness in cement manufacturing industry. The study used three selected cement firms: East African Portland Company (EAPCC), Bamburi and Savannah Cement Company. The study was guided by the following specific research objectives: To evaluate how effective innovation strategy adopted by the cement manufacturing firms to curb competition and attain sustainable competitive advantage in the industry, to assess the level of integration strategy in the cement manufacturing industry and how it has impacted the sustainability of the firms. The target population for this study was all the management staff in the three selected firms. The study will employ a descriptive research design. Questionnaires were used as data collection instruments. Qualitative and quantitative research analysis was used to analyze the data. The findings provide useful information that may serve cement manufacturing companies to strategically position themselves in the competitive market, thereby improving their overall sales as well as market share. It can equally serve as decision guideline to senior managers while making meaningful contributions to their companies.
