Zahra Shamoon Essajee2024-04-302024-04-302023-07Essajee, Z. S., (2023, Thesis). Effect Of Competitive Strategies On The Financial Performance Of Manufacturing Firms In Kenya: Case Of Highland Creamers And Foods Limited.https://repository.daystar.ac.ke/handle/123456789/4319Masters ThesisABSTRACT With intense competition in the market, businesses need to re-evaluate their operational models to attract and retain customers. Therefore, the purpose of this study was to investigate the effect of competitive strategies on the financial performance of manufacturing firms focusing on Highland Creamers and Foods Limited. The objectives of the study were: To evaluate the competitive strategies adopted by Highland Creamers and Foods Limited, assess the measures of financial performance at the firm and to analyze the effect of competitive strategies on the financial performance of Highland Creamers and Foods Limited. The study employed theories such as Michael Porter's competitive model, stakeholder theory, and resource-based view theory. The research used a descriptive and inferential design, with a study population of 371 employees and a sample size of 100, selected through purposeful and stratified random sampling. The findings of the study established that there was a strong positive relationship among all competitive strategies analyzed and the financial performance of Highlands Creamers and Foods Ltd. The differentiation strategy and the financial performance had the strongest positive correlation (r = 0.736), indicating that the company's adoption of a differentiation strategy had a substantial impact on the company's financial performance. The conclusion was adopting competitive strategies drives financial success and long-term viability. A recommendation was that businesses should place an emphasis on differentiating themselves from rivals by providing distinctive features or services in order to perform well financially.enFinancial PerformanceManufacturing FirmsKenyaHighland Creamers And Foods LimitedThesis