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Paper Details

The effect of competition on strategic orientation of cement manufacturing firms in Kenya

Peterson Nduati

Journal Title:Basic Research Journal of Business Management and Accounts
Abstract


The cement industry in Kenya has seen intense competition as many firms enter the industry to get a stake of the market. The market is widespread as the firms not only serve local demand but also that of neighbouring countries such as Uganda, Tanzania, Rwanda, Burundi, Democratic Republic of Congo, and most recently South Sudan. The industry has both local and international players. The study therefore seeks to examine the effect of competition on strategic orientation of cement manufacturing firms in Kenya. This study has been conducted through a desk review and interviews with managers of firms in the industry. The data collected is analysed in prose using content analysis as it was qualitative in nature. The results show that competition in the industry has led to firms seeking three strategic orientations customer, competitor, and technology orientations. Keywords: Strategic orientation, market orientation, competition, cement industry, Kenya

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