Differentiation as a business competitiveness strategy in the brewery industry in Cameroon: an analysis of Les Brasseries du Cameroun Bamenda
- Authors: Shille P.N.1, Enow P.1
-
Affiliations:
- The University of Bamenda
- Issue: Vol 28, No 4 (2020)
- Pages: 668-680
- Section: REGIONAL ECONOMY
- URL: https://journals.rcsi.science/2313-2329/article/view/324147
- DOI: https://doi.org/10.22363/2313-2329-2020-28-4-668-680
- ID: 324147
Cite item
Full Text
Abstract
This study examines differentiation as a business competitiveness strategy for improving business performance in the brewery industry the case of Les Brasseries Du Cameroun Bamenda. The case study design was employed using both qualitative and quantitative techniques to assess the hypothetical relationships stated. Questionnaire and interviews were used for data collection administered to a purposefully selected sample of 130 participants comprising of management staff at Les Brasseries Du Cameroun Bamenda as well as managers and staff at retail outlets/bars in Bamenda. Using Pearson’s correlation coefficient as analytical technique, results showed that there is a strong positive relationship between product differentiation, and business performance (PCC = .804**, p < 0.01), moderate positive relationship between service differentiation and business performance (PCC = .575**, p < 0.01), and a weak positive relationship between physical differentiation and business performance (PCC = .264**, p < 0.01). The study thus provides practical advice that management should continue to maintain and uphold product differentiation variable factors like quality and assortment while at the same step-up service differentiation activities.
About the authors
Peter Ngek Shille
The University of Bamenda
Author for correspondence.
Email: spngek@yahoo.co.uk
assistant lecturer of the Department of Agribusiness Technology of the College of Technology
P.O. Box 39, Bambili, Northwest region, Republic of CameroonPeter Enow
The University of Bamenda
Email: epamelangwi@gmail.com
Higher Technical Teacher Training College
P.O. Box 39, Bambili, Northwest region, Republic of CameroonReferences
- Baraza, D. (2017). Effects of Competitive Strategies on Performance of Manufacturing Firms in Kenya. A Case Study of East Africa Breweries Limited. Master Research Project. School of Business, The Catholic University Eastern Africa
- Carol, Y.Z., Federico, G., & Thomas, M.B. (2015). Competitiveness in a Saturated Market. A Case Study of the Scottish Craft Beer Industry. International Journal of Business and Social Science, 6(8), 28-46
- Carpenter, J., & Marguerite, M. (2006). Consumer demographics, store attributes, and retail format choice in the US grocery market. International Journal of Retail and Distribution Management, 34(6), 434-452
- Chamberlin, E. (1965). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, (11), 460-469
- Galliers, I. (2006). Performance impacts of strategic orientations: Evidence from Turkish manufacturing firms. Journal of American Academy of Business, 6(1), 68-72.
- Grant, R.M. (2010). Contemporary Strategy Analysis. 7th ed. UK, John Wiley & Sons Ltd
- Gültekin, A., Fatih, S., Asli, M., & Çağlar, P. (2014). Industry forces, competitive and functional strategies and organizational performance: Evidence from restaurants in Istanbul, Turkey. Elsevier Procedia - Social and Behavioral Sciences, 150, 300-309
- Harris, L., & Ogbona, E. (2001). Competitive advantage in the UK food retailing sector: Past, present and future. Journal of Retailing and Consumer Services, (8), 157-173.
- Kiama, P., & Kagiri, A. (2016). Effects of Product Differentiation Strategies on Organizational Competitiveness: A Case of EABL, Kenya. European Journal of Business and Strategic Management, 1(1), 117-133.
- King, J. (2005). The Top 10 Reasons Businesses Succeed. Journal of Business Strategies, (28), 9-12.
- Likert, R. (1932). A Technique for the Measurement of Attitudes. Archives of Psychology, (140), 1-55.
- Lilien, G., & Kotler, P. (1983). Marketing Decision Making: A Model-Building Approach. New York, Harper & Row Publishers.
- Makadok, R., & Ross, D.G. (2013). Taking Industry Structuring Seriously: A Strategic Perspective on Product Differentiation. Strategic Management Journal, (34), 509-532.
- Obitz, C. (2009). Supermarket Differentiation in the UK: A Theoretical and Empirical Investigation. Diplomica Obitz Gmbh.
- Pearce, J., & Robinson, R. (2005). Strategic Management: Formulation Implementation and Control. 9th ed. New York, Tata McGraw Hill.
- Porter, M. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. New York, Free Press.
- Schneider, B., & Bowen, D. (1995). Winning the Service Game. Cambridge, MA, Harvard Business School Press.
- Sigler, K. (2010). The U.S. Retail Industry: Are CEOs Paid for Performance? International Review of Business and Social Sciences, 1(4), 33-39.
- Thiane, I. (2018). Strategies Employed by Keroche Breweries Ltd to gain Competitive Advantage. Masters Research Project. School of Business, University of Nairobi.
- Thompson, A., & Strickland, A.J. (2007). Crafting and Executing Strategy: The Quest for Competitive Advantage: Concepts and Cases. New York, McGraw Hill
- Thompson, J., & Martin, F. (2005). Short Term Impact of Differentiation on Organizations Profitability: A Comparative Study Between Convenience and Shopping Goods. International Business and Management, 7(5), 247-255
Supplementary files
