Kimathi George, Nkaabu Clement and Moguche Abel2024-05-132024-05-132017Kimathi G., Nkaabu C., Moguche A. (2017): Relationship between Strategic Practices and the Performance of Tea Factories in Kenya. International Journal of Recent Research in Interdisciplinary Sciences2350-1049https://repository.daystar.ac.ke/handle/123456789/4618Journal ArticleThe tea industry plays an important role in Kenya’s economy providing both employment opportunities and earning the country foreign exchange. However, global competition in the industry demands that tea producers in the country improve efficiency. Over the years, achieving international competitiveness among tea factories in Kenya for better financial performance is a major challenge. This study investigated strategic practices and how they relate to the performance of tea factories in Kenya. The objective of this study was to determine how brand equity, management efficiency, costs of production and quality of raw materials related to the performance of tea factories in Kenya. The study adopted a descriptive research design approach because it explored and described the relationship between variables in their natural setting without manipulating them. The research was limited to 8 tea factories in Embu and Kirinyaga Counties. A population of 152 possible respondents comprising factory directors, factory managers, and factory supervisors were used to collect the necessary data required for this study. A sample of 47 respondents was selected using simple random sampling from different strata. Questionnaires were instruments of data collection. A pilot test was conducted to test the validity and reliability of the research instruments. Multiple regression analysis method was used to establish the statistical relationship between variables quantitatively while content analysis helped to analyze published content qualitatively. The study also established that there was a positive statistical relationship between strategic practices and performance of KTDA managed factories. The study recommended that KTDA factories should embrace on marketing, research and development, change management and technology integration for them to survive in the turbulent business environment.enBrand EquityEfficiencyPerformanceQualityStrategic Practices.Article