MCOM Theses and Dissertations (2023)

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Browsing MCOM Theses and Dissertations (2023) by Author "Oduol, G. A."

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    Influence of product differentiation strategies on the internationalization of the brewing firms in Kenya
    (Strathmore University, 2023) Oduol, G. A.
    Product differentiation is one of the best strategies used to go global. It is an approach being developed by most businesses by providing customers with something unique, different, and distinct from the items their competitors within the same industry may offer in the marketplace. Most companies in the breweries industry in Kenya are not utilizing the differentiation strategy effectively which is why getting Kenya breweries brands are seldom found in developed countries, hence prompted the researcher to conduct research on assessing the influence of product differentiation strategies on the internationalization of the brewing industry in Kenya, with emphasis on establishing the influence of capacity differentiation strategy, design differentiation strategy and writing differentiation strategy on the internationalization of brewing industry in Kenya. The research design was the correlational research design which aided in establishing the relationship that exists between the variables. The scope of the study was EABL, 254 Brewing Co, The Big Five Breweries Ltd, Wananchi Breweries, Kwal Factory, Danish Brewing Company, Bateleur Brewery, Mashara Breweries, and Bilashaka Breweries with a target population of 1078 Managers and a sample size of 107 respondents, the data collection instrument was a questionnaire, and the analysis model was multiple linear regression model. Data were coded and processed with the aid of SPSS version 22.0. The study found that the capacity differentiation strategy is statistically significant to the internationalization of the brewing industry in Kenya. Design differentiation strategy is statistically significant to the internationalization of the brewing industry in Kenya. From the findings, the study, therefore, concluded that increasing the capacity differentiation strategy and design differentiation strategy by a single unit would lead to increased chances for local breweries to access the global market. The study found that the writing differentiation strategy is not statistically significant to the internationalization of the brewing industry in Kenya despite its relevance. Therefore, the study concludes that while writing differentiation strategy is important in product differentiation it is slightly important in internationalizing a firm. To enable companies to access the international market, policymakers should consider policies that address product design, language, and content. Such policies should ensure that product information is available in multiple languages to cater to non-English speaking consumers, and that product design is visually appealing to global consumers. The study thus suggests, while the study highlights the importance of product differentiation, further research can explore the effectiveness of different product differentiation strategies, including taste, quality, packaging, branding, and cultural relevance, in different international markets.