Strategic Responses and Product Performance of Coca Cola Products in Kisii Town, Kenya

Daniel Change Omoro () and Dr. Dennis Juma ()

Journal of Business and Strategic Management, 2025, vol. 10, issue 6, 35 - 50

Abstract: Purpose: This study examines the influence of strategic responses on the product performance of Coca-Cola products in Kisii Town, Kenya, focusing on technology adoption, market expansion strategies, cost-cutting measures, and organizational restructuring. Despite Coca-Cola’s strong global presence, its product performance in Kisii Town has faced challenges due to misalignment between national strategies and local market conditions. Methodology: Using a mixed-methods approach, the research combines quantitative data from 100 consumers and qualitative data from supermarket staff across four major retail outlets in Kisii—Naivas, Quickmart, Shivling, and Kisii MART. Findings: The findings reveal that technology adoption positively impacts Coca-Cola's performance, though limited by consumer readiness and infrastructure. Market expansion strategies, including product visibility, are positively correlated with sales but face obstacles in local execution. Cost-cutting strategies, particularly in packaging, have improved accessibility, yet they have not fully addressed price competition. Organizational restructuring has enhanced distribution efficiency but has shown uneven results due to inconsistent implementation. Unique Contribution to Theory, Policy and Practice: The study highlights the need for Coca-Cola to localize its strategies, enhance digital marketing efforts, foster retailer partnerships, clarify pricing structures, and ensure better stakeholder engagement for sustained product performance in Kisii Town. These findings provide insights into adapting global strategies to smaller urban markets, contributing to Coca-Cola’s competitiveness in Kenya’s evolving beverage industry.

Keywords: Coca-Cola; Strategic Responses; Product Performance; Technology Adoption; Market Expansion; Cost-Cutting; Organizational Restructuring. (search for similar items in EconPapers)
Date: 2025
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