Browsing School of Business and Economics by Author "Bartenge, Geoffrey K."
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Bartenge, Geoffrey K. (School of Business and Economics, Daystar University, May , 2012)
[more][less]Abstract: Kenya Co-operative Creameries has dominated the Dairy industry in Kenya since its inception in 1925. In 1992, the industry was liberalized and this ushered in several new private small-scale milk processing firms. Some of these have grown from small-scale level through the medium stage to large-scale milk processing plants. The objectives of the research were to establish the business strategies adopted for growth and performance of medium-sized milk processing plants in Kenya, examine the strategic challenges that were facing the medium-sized milk processing plants and recommend appropriate business level strategies to enhance sustainable growth and performance. Historical and descriptive research were used in carrying out the study in which seven medium-sized milk processing plants were sampled, using the purposive and stratified sampling method. The research instruments used were questionnaires administered to the managers and junior staff. Interviews were conducted with the chief executive officers. Data collected were analyzed using the package for analysis software and findings were presented in percentages. The findings of the study showed that the medium-sized milk processing plants in Kenya used product and market development strategies for sustainable growth and performance. The major challenge influencing their growth and performance was mainly due to the stiff competition in the market from the large-scale players who enjoy the benefits of the economies of scale. The other factor that affected their operations was the unreliable supply of raw milk from the farmers. Inconsistent supply of market products implied that the milk plant was not optimizing on capacity utilization. The study recommended that the medium-sized milk processing plants adopt high impact product and market development strategies based on the Ansoff product-market matrix (Robert, 1996). The study further suggested that the milk plants should build capacity in partnership with stakeholders within their milk catchment areas to enhance milk production at farm level, and investment in standby generators in order to mitigate the power outages that impacts on the efficiency and smooth operations of the plants. Description: Thesis URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3242 Files in this item: 1
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