Authors : Maureen Mukami Ikunyua; Brown Kitur

Volume/Issue : Volume 9 - 2024, Issue 10 - October

Google Scholar : https://shorturl.at/zwYre

Scribd : https://shorturl.at/M7hAc

DOI : https://doi.org/10.38124/ijisrt/IJISRT24OCT1699

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : Manufacturing, especially the plastics manufacturing sector, faces significant challenges from the constantly shifting competitive business environment, and companies have been working hard to maintain their competitiveness. Porter provided evidence that implementing a generic competitive strategy can result in a more robust competitive advantage. The purpose of this research is to determine the effects of Porter's generic strategies on competitive advantage in the plastic packaging industries especially Coca-Cola Beverages Kenya. The sample size for this study was 50 respondents, whereas the population was roughly 45 respondents. Questionnaires were the primary means of gathering data. The findings underscore the required need to adapt specific porter strategy to have advantage over their competitors, such as Cost Leadership, Differentiation, cost focus and differentiation focus strategy. The study demonstrated that the cost focus, cost leadership, differentiation and differentiation focus strategy had impacted the Coca-Cola beverage Kenya's success among the competitors. Hence the study concludes that to maximize competitive advantage, the firm should focus on theses strategy to edge out competition.

Keywords : Porter’s Generic Strategy, Cost Leadership, Differentiation, Cost Focus, Differentiation Focus Strategy, Plastic Manufacturing Industry.

References :

1. Ali, B, J. (2021). Impact of consumer animosity, boycott participation, boycott motivation, and product judgment on purchase readiness or aversion of Kurdish consumers in Iraq. Journal of Consumers Affaires; 1–20.
2. Ali, B. J., & Anwar, G. (2021). Strategic leadership effectiveness and its influence on organizational effectiveness. International Journal of Electrical, Electronics and Computers, 6(2), 11–24.
3. Ali, B. J. (2014). Brand Building in the Consumer Electronics Industry in Iraq.
4. Akoi, S., Jamal Ali, B., Fadel Saleh, P., Najmalddin, B., Sabah Mustafa, R., Rzgar Abdulmajid, M., & Rebwar Hama, A. (2021). Elaborating the Characteristics that Affect Buyers in Online Shopping: The Case of Generation Z Girls in Kurdistan Region of Iraq. Black Sea Journal of Management and Marketing, 2(2), 42 - 64.
5. Anwar, K., & Balcioglu, H. (2016). The relationship between transformational leadership characteristics and effectiveness: A case study of construction companies in Erbil. International Journal of Science Technology and Management, 5(2), 250-256
6. Anwar, K., & Ghafoor, C. (2017). Knowledge management and organizational performance: A study of private universities in Kurdistan. International Journal of Social Sciences & Educational Studies, 4(2), 53.
7. Aziz, H. M., Othman, B. J., Gardi, B., Ahmed, S. A., Sabir, B. Y., Ismael, N. B., Hamza, P. A., Sorguli, S., Ali, B. J., Anwar, G. (2021). Employee Commitment: The Relationship between Employee Commitment And Job Satisfaction. Journal of Humanities and Education Development, 3(3), 54–66.
8. Coulter, M. (2010). Learning from the Canadian Schools of Business. Perspectives, 11(2), 40-45.
9. Demir, A., Maroof, L., Sabbah Khan, N.U. and Ali, B.J. (2020), "The role of E-service quality in shaping online meeting platforms: a case study from higher education sector", Journal of Applied Research in Higher Education.
10. Douglas, W., John, F., & Ibrahim, E. (2015). Strategic Marketing: Creating Competitive Advantage - Douglas C. West, John Battice Ford, Essam Ibrahim - Google Books. Oxford University Press.
11. Faraj, K. M., Faeq, D. K., Abdulla, D. F., Ali, B. J., & Sadq, Z. M. (2021). Total Quality Management And Hotel Employee Creative Performance: The Mediation Role Of Job Embeddedment. Journal of Contemporary Issues in Business and Government, 27(1), 3838-3855.
12. Fonseca, L. M., & Lima, V. M. (2015). Impact of Supplier Management Strategies on the Organizational Performance of ISO 9001 Certified Organizations. Quality Innovation Prosperity, 19(2), 32–54.
13. Hameed, A. A., & Anwar, K. (2018). Analyzing the Relationship between Intellectual Capital and Organizational Performance: A Study of Selected Private Banks in Kurdistan. International Journal of Social Sciences & Educational Studies, 4(4), 39.
14. Hamza, P. A., Othman, B. J., Gardi, B., Sorguli, S., Aziz, H. M., Ahmed, S. A., Sabir, B. Y., Ismael, N. B., Ali, B. J., Anwar, G. (2021). Recruitment and Selection: The Relationship between Recruitment and Selection with Organizational Performance. International Journal of Engineering, Business and Management, 5(3), 1–13.
15. Hitt, M. A., & Ireland, R. D. (2005). Strategic entrepreneurship. Blackwell Publ..
16. Ismael, N. B., Othman, B. J., Gardi, B., Hamza, P. A., Sorguli, S., Aziz, H. M., Ahmed, S. A., Sabir, B. Y., Ali, B. J., Anwar, G. (2021). The Role of Training and Development on Organizational effectiveness. International Journal of Engineering, Business and Management, 5(3), 15–24.
17. Jamal Ali, B., Akoi, S., Fadel Saleh, P., & Sardar, zhilwan. (2021). Factors Shaping Customer Satisfaction with Residential Flats: Evidence from Sulaymaniyah City. Black Sea Journal of Management and Marketing, 2(2), 1-12.
18. Lindner, K. T., & Schwab, S. (2020). Differentiation and individualisation in inclusive education: a systematic review and narrative synthesis. International Journal of Inclusive Education.
19. Kuno, Naima, and Wycliffe Arani. "Reverse Logistics and Performance of Plastic Bottling Firms in Mombasa County, Kenya." International Journal of Supply Chain Management 9.4 (2024): 23-31.
20. Porter, M. (2015). The City Reader - Google Books. Routledge.