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Factors Influencing Competitiveness in the Cement Industry in Kenya: a Case of Savannah Cement Limited

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Factors Influencing Competitiveness in the Cement Industry in Kenya: a Case of Savannah Cement Limited FACTORS INFLUENCING COMPETITIVENESS IN THE CEMENT INDUSTRY IN KENYA: A CASE OF SAVANNAH CEMENT LIMITED BY DAVID ANTON MANG’EA UNITED STATES INTERNATIONAL UNIVERSITY - AFRICA SUMMER 2018 FACTORS INFLUENCING COMPETITIVENESS IN THE CEMENT INDUSTRY IN KENYA: A CASE OF SAVANNAH CEMENT LIMITED BY DAVID ANTON MANG’EA A Research Project Submitted to the Chandaria School of Business in Partial Fulfillment of the Requirements for the Degree of Masters in Business Administration (MBA) UNITED STATES INTERNATIONAL UNIVERSITY - AFRICA SUMMER 2018 STUDENT’S DECLARATION I, the undersigned, declare that this is my original work and has not been submitted to any other college, institution or university other than the United States International University in Nairobi for academic credit. Signed: ________________________ Date: _____________________ David, Anton Mang’ea (652637) This project has been presented for examination with my approval as the appointed supervisor Signed: ________________________ Date: _____________________ Prof. Timothy C. Okech, PhD Signed: ________________________ Date: _____________________ Dean, Chandaria School of Business ii COPYRIGHT All rights reserved. No part of this research project may be produced or transmitted in any form or by any means, electronic, magnetic tape or mechanical including photocopying, recording of any information, storage and retrieval systems without prior written permission from the author. © Copyright by David, Anton Mang’ea (652637), 2018 iii ABSTRACT The purpose of study was to establish the factors affecting competitiveness of Savannah Cement Limited in Kenya. The study was guided by three specific objectives namely to: examine the effect of leadership on competitiveness of Savannah Cement Limited; establish the influence of technology on the competitiveness of Savannah Cement Limited; and find out how product marketing influence competitiveness of Savannah Cement Limited in Kenya. The research used descriptive survey method. The population of interest was all employees of Savannah Cement Limited in Kenya which was 168 employees at the time of the study. This study adopted the stratified random sampling technique. A sample size of 118 employees was selected. The research used primary data, which was collected using a structured questionnaire comprising of closed ended questions, checklist questions and five point Likert scale. Both descriptive and inferential statistics were used to analyze the data obtained from the research. The data was presented in tables and figures. Statistical Package for Social Sciences (SPSS) was used in analyzing and presenting the data. The study found out that company leadership had been successful in Savannah Cement Limited strategy implementation. These findings were drawn from the positive correlation between leadership strategic implementation and competitiveness. There was a positive relation between innovation and competitiveness of the company underscoring the importance of innovation for the company to remain competitive in the cement industry. The study, however, found out that the company was not performing well in the area of employee motivation and inspiration and the company leadership did not quickly adapt to change and new realities in the market. The study found a positive relationship between technology and competitiveness. Technology had the most positive influence on competitiveness compared to the other two variables and therefore a better predictor of competitiveness. It revealed that the company used the newest technology in its production process and had a robust information iv communication technology (ICT) tools and systems underscoring the central role played by technology in enhancing the company’s performance and thereby increasing its competitiveness. However, the study further revealed that the company did not have a robust research and development (R&D) function and was not keen on promoting R&D and ICT. The study found out that the company engaged in positive marketing activities aimed at gaining competitiveness and that its products were better positioned in the market compared to its competitors. The study found out that product marketing based on positive marketing activities, effective advertising activities, change in marketing techniques, investment in market research, better positioning of products, adequate budgeting techniques had a positive relationship with competitiveness. The study, however, revealed that the company had not changed its marketing techniques in the past one year, had not invested in market research and had not put in place and adequate advertising budget. The study concluded that leadership factors had a weak positive influence on competitiveness of the company. With respect to technology, the study concluded that it was the strongest positive predictor of competitiveness. All technology factors positively and significantly influenced competitiveness. The study further concluded that product marketing also had a positive influence on competitiveness. The study recommends that the company leadership puts more focus on nurturing, motivating and inspiring its employees as well as adapting to change and new realities in the market place. The study recommends that the company continues to embrace technology that is beneficial to its competitiveness. With respect to product marketing the study recommends that the company invests in market research and review its marketing techniques based on the market research results. The company should also put in place an adequate advertising budget. Through the study it was determined that leadership factors, technology and product marketing together only account for 60.9% of total variation in competitiveness and therefore it would be valuable to explore other factors that could explain competitiveness of company. v ACKNOWLEDGEMENT This research project would not have been possible without the invaluable support of various people. I have benefited immensely from the wise counsel and continuous support of my supervisor, Prof. Timothy C. Okech. I am grateful to my classmates at USIU-A, my colleagues at Savannah Cement Limited and all the people I had pleasure working with during this project. They in one way or the other contributed to and inspired the success of this work. vi DEDICATION This research project is dedicated to my family for their encouragement and support and to the Almighty God for His enduring love. vii TABLE OF CONTENTS STUDENT’S DECLARATION ............................................................................................. ii COPYRIGHT ......................................................................................................................... iii ABSTRACT ............................................................................................................................ iv ACKNOWLEDGEMENT ..................................................................................................... vi DEDICATION....................................................................................................................... vii TABLE OF CONTENTS .................................................................................................... viii LIST OF TABLES ................................................................................................................. xi LIST OF FIGURES ............................................................................................................. xiii LIST OF ABBREVIATIONS ............................................................................................. xiv CHAPTER ONE ..................................................................................................................... 1 1.0 INTRODUCTION........................................................................................................ 1 1.1 Background of the Study ............................................................................................ 1 1.2 Statement of the Problem ........................................................................................... 6 1.3 General Objective ....................................................................................................... 7 1.4 Specific Objectives ..................................................................................................... 7 1.5 Significance of the Study ........................................................................................... 8 1.6 Scope of the Study...................................................................................................... 9 1.7 Definition of Terms .................................................................................................... 9 1.8 Chapter Summary ..................................................................................................... 10 CHAPTER TWO .................................................................................................................. 11 2.0 LITERATURE REVIEW ......................................................................................... 11 2.1 Introduction .............................................................................................................. 11 2.2 Leadership and Competitiveness ............................................................................. 11 viii 2.3 Technology and Competitiveness ............................................................................ 15 2.4 Product Marketing and Competitiveness ................................................................
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