COMPETITIVE STRATEGIES AND PERFORMANCE OF ORGANIZATIONS IN THE PHARMACEUTICAL INDUSTRY: CASE OF PHARMA SPECIALITIES LIMITED NAIROBI, KENYA
Julius David Oyoolo - Master of Business Administration, Kenyatta University, Kenya
Shadrack Bett - Department of Business Administration, Kenyatta University, Kenya
ABSTRACT
The study aimed at determining the effect of competitive strategies on the performance of organizations within the pharmaceutical industry in Kenya, a case of Pharma Secialities Limited. The general objective was to establish the effect of competitive strategies on the performance of Pharma Specialities Limited Company. The three main generic strategies of competition which are: cost leadership, differentiation and the focus strategy were considered so as to ascertain their effects on the performance of the company. This study should be of great benefit to Pharma Specialities Limited Company and the stakeholders of this industry for continuous improvement. The study involved a descriptive and cross-sectional study design. Data was collected from respondents who were members of staff of the company and working in the various departments of the company through questionnaires. The data was presented in figures and tables. Measures of central tendency and dispersion were calculated and presented. The study targeted the staff of Pharma Specialities Limited Company which is located in Nairobi along Mombasa road in the Phillips Building Park. The target population was thirty eight which is the total population of the Company’s employees composed of three top management staff, twelve middle level staff and twenty three others, mainly the sales representatives. The primary tool for data collection in this study was the questionnaire. The data was keyed into the Statistical Packages for Social Sciences, cleaned and then analysed. Frequencies were run to give charts and percentages of the data and the socio demographic characteristics of the respondents. A Regression analysis was done to test the relationship between the independent variables and the dependent variables. It was found that the four strategies had a positive correlation with the performance of the company.
