EFFECT OF GENERIC STRATEGIES ON THE PERFORMANCE OF DAIRY INDUSTRIES IN KENYA A CASE OF KENYA COOPERATIVE CREAMERIES
Strategic practices in a firm determine the performance. This is especially the type and level of implementation of the adopted strategies. Kenya Cooperative Creameries (KCC) enjoyed monopoly for many years. With market liberalization, it was faced with competition. A lot of researches have been done on how strategic practices affect performance. However, there exists minimal information on how use of generic strategies affects performance of dairy industries in Kenya. This study aimed to assess the various generic strategies adopted by KCC and how they affect performance. A cross sectional analytical research design was adopted on a sample of 32 employees of KCC. A research administered questionnaire was used for data collection. Data was analyzed using SPSS software. Descriptive statistics were used to summarize the data while Chisquare test was used to establish the relationship between the generic strategies and the performance. Regression analysis was used to model an equation to explain performance in relation to generic strategies. Results show that, lowering of cost leading to increased volume of sales, product differentiation leads to more sales due to uniqueness of the product, the focus on major milk consumers like hospitals and schools led to increased sales. This study concludes that the type of generic strategies adopted affects performance.