Establishing Strategic Positioning towards Sustainable Competitive Advantage of Brewery Manufacturing Companies

Abstract

The study examined the effect of strategic positioning on the sustainable competitive advantage of brewery manufacturing companies. This study engaged the survey research design method. A sample size of 226 staff was randomly selected from the total population of 559. The study employed the stratified random sampling method. The research instrument that was used in this study is a structured questionnaire whose response format is on the five-point Likert scale. Both face and content validity were used to validate the questionnaire. To establish the reliability of the instrument, a test-retest method was employed. Data that was collected from the field survey were analyzed using descriptive and inferential statistical techniques such as charts, percentages, correlation, and multiple regression analysis. The finding showed that strategic positioning explained 69% of the variability of sustainable competitive advantage. The finding showed that product differentiation (ß = 0.164, P<0.05) and continuous improvement (ß = 0.034, P<0.05), have significant positive effects on sustainable competitive advantage. The study concluded that strategic positioning has a positive effect on the sustainable competitive advantage of brewery manufacturing companies. The study recommended amongst others that companies should actively look for ways to sustain their competitive advantage which could invariably increase the value of their products and services. The study established that product differentiation is one of the most widely applied strategies in pursuit of competitive advantage, and it enhances customers’ patronage. The study established that continuous improvement is one of the core strategies to achieve manufacturing excellence which is a critical resource for competitive advantage. The study demonstrated that creating customer value and constant delivery of high-quality products and services enhances companies’ market share. The study established that providing unique products tailored towards the needs of consumers leads to enhanced brand awareness.