Influence of the strategic techniques implementation on competitive advantage of dry cell battery manufacturers in Kenya: A Case Study of Eveready East Africa Limited

The corporate organizations are facing cut throat competition, illiquidity, capital in-adequacy, and threatened growth in wealth, especially the dry cell battery manufacturing companies in Kenya. They have been faced by dire consequences of fundamental changes taking place in the business environment, such as liberation of both domestic and foreign market; reform programs aimed at modernization of the capital market. The study sought therefore to establish the influence of strategic techniques put in place by dry cell battery manufacturing companies in Kenya on their quest for competitive advantage. Specifically, the study sought to establish how product development, technology innovation, and competitor’s analysis implementation influences the competitive advantage of dry cell battery manufacturing companies in Kenya. Research design was a case study. The target population was all dry cell battery manufacturing companies listed in the Nairobi Stock Exchange Market, which was one company (Eveready East Africa Limited). The unit of analysis was 250 employees. Sample size of 79 employees was derived from the target population. Stratified proportional sampling was used. The study used both primary and secondary data. The main instrument in data collection was semi-structured questionnaire, which was issued to employees at senior level management, middle level management, first level management, and junior staff. The Collected data was coded, analyzed, and presented in form of tables and figures by statistical packages for social science (SPSS). The study established that technology innovation, product development, and competitor’s analysis have statistically significant influence on the competitive advantage of dry cell manufacturing companies in Kenya. Based on findings, the study concluded that the company faces serious specific challenges that required immediate attention. The study recommended for improvement in technology innovation and change in governance to the organization, further reduction in cost of production, and human resource development, among other recommendations.