Irungu_Competitive Strategies Adopted By Kenya Tea Development Agency Limited.pdf - COMPETITIVE STRATEGIES ADOPTED BY KENYA TEA DEVELOPMENT AGENCY

Irungu_Competitive Strategies Adopted By Kenya Tea Development Agency Limited.pdf

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COMPETITIVE STRATEGIES ADOPTED BY KENYA TEA DEVELOPMENT AGENCY LIMITED By IRUNGU DANSON MBURIJ A RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE AWARD OF DEGREE OF MASTER OF BUSINESS ADMINISTRATION (MBA), SCHOOL OF BUSINESS, UNIVERSITY OF NAIROBI NOVEMBER 2012
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DECLARATION This is my original work and has not been submitted to any other University for examination purpose. Date: .... 1I. Reg: D61/70822/2008 Declaration by Supervisor This research project has been submitted with my approval as the University supervisor Signature? Irungu Danson Mburu Supervisor, Date: Mu 2<jl2. School of Business. University of Nairobi
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DEDICATION I dedicate this research project to lovely wife, son and my parents for their patience, love, understanding and unfailing support through the long months of handwork and sacrifice.
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ACKNOW LEDGEM ENT 1 am grateful to God almighty for his unlimited grace that has enabled me to study and reach this far. My gratitude to the university of Nairobi for granting me this opportunity to undertake this study and my sincere thanks to my supervisor Dr. Jackson Maalu for their patience, guidance , support and tireless assistance to make this project a reality. I also wish to appreciate the support and encouragement from my lectures, family, friends, respondents and the reading resources for various libraries at the University of Nairobi for readily availing the study and hence the accomplishment of this research project.
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TABLE OF CON TENTS DECLARATION ................................................................................................................. ii DEDICATION .................................................................................................................... iii ACKNOWLEDGEMENT ................................................................................................. iv LIST OF FIGURES ........................................................................................................... vii ABBREVIATIONS AND ACRONYMS ....................................................................... viii ABSTRACT ....................................................................................................................... ix CHAPTER ONE: INTRODUCTION ................................................................................ 1 1.1 Background of the Study .................................................................................. 1 1.1.1 The Competitive Strategies ............................................................................... 2 1.1.2 The Tea Industry in Kenya ................................................................................ 4 1.1.3 Kenya Tea Development Agency ...................................................................... 5 1.3 Research Objectives ........................................................................................... 10 1.4 Value of the Study ................................................................................................ 10 CHAPTER TWO: LITERATURE REVIEW ................................................................ 11 2.1 Introduction .......................................................................................................... 11 2.2 The Concept of Strategy ..................................................................................... 11 2.3 Competitive Strategies ........................................................................................ 12 2.4 Generic Strategies ................................................................................................ 18 CHAPTER THREE: RESEARCH METHODOLOGY ................................................ 22 3.1 Introduction .......................................................................................................... 22 3.2 Research design .................................................................................................... 22 3.3 Data collection ..................................................................................................... 22 3.4 Data analysis ....................................................................................................... 23
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CHAPTER FOUR: DATA ANALYSIS, RESULTS AND DISCUSSION 24 4.1 Introduction .......................................................................................................... 24 4.2 KTDA’s Underlying Characteristics and Dynamics ........................................ 25 4.3 Competitive Strategies Adopted by K.TDA ...................................................... 29 4.4 Challenges Encountered by KTDA .................................................................... 35 4.5 Discussion of Major Findings ............................................................................ 38 CHAPTER FIVE: SUMMARY, CONCLUSIONS AND RECOMENDATIONS .... 40 5.1 Introduction .......................................................................................................... 40 5.2 Summary and Findings ....................................................................................... 40 5.3 Conclusions .......................................................................................................... 41 5.4 Recommendations for Policy and Practice ....................................................... 42 5.5 Recommendations for Further Research ........................................................... 43 REFERENCES .................................................................................................................. 44 APPENDICES ................................................................................................................... 49 Appendix 1: Letter to Respondents .......................................................................... 49 Appendix 2: Interview Guide ................................................................................... 50
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LIST OF FIGURES Figure 1: Forces driving industry competition .......................................................... 13 Figure 2: Illustration of the three generic strategies .................................................. 19
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ABBREVIATIONS AND ACRONYM S CTC Cut, Tear and Curl GoK Government of Kenya IT Information Technology Kg Kilogram KTDA Kenya Tea Development Agency Ksh Kenya Shillings Ltd Limited SC DA Special Crops Development Authority SWOT Strengths, Weaknesses, Opportunities and Threats TBK Tea Board of Kenya USD United States Dollar
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ABSTRACT
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