Time Information Money and Energy (T.I.M.E.) Strategy: A Case Study of Energet East Africa Limited

Olivia Otieno and Dr John Kamau
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Olivia Otieno: PhD Student, Africa Nazarene University
Dr John Kamau: Lecturer, Africa Nazarene University

International Journal of Research and Scientific Innovation, 2024, vol. 11, issue 11, 717-736

Abstract: Energet East Africa Limited (EEAL), established in 1967, has built a strong presence in the East African market with its diverse product lineup, including batteries, lighting products, and household items. Despite its iconic status, EEAL faces challenges such as market decline, counterfeit products, and stiff competition. To address these issues, EEAL must adopt the TIME (Time, Information, Money, Energy) strategy. This strategy focuses on efficient time management, accurate information utilization, strategic financial allocation, and sustainable energy management. By prioritizing tasks, leveraging market research, optimizing financial resources, and adopting energy-efficient practices, EEAL aims to streamline operations and enhance product quality. The strategy includes internal actions and external advocacy, such as enforcing stringent laws, educating customers, and diversifying into new product lines like car batteries. Objectives include increasing market share, enhancing product innovation, strengthening brand loyalty, expanding regional presence, and implementing sustainability initiatives. EEAL will use marketing approaches like social media campaigns, advertising, public relations, personal selling, and digital marketing. The total budget for the TIME strategy is $4 million. Implementation will be monitored through a comprehensive Monitoring and Evaluation (M&E) plan involving data collection, stakeholder engagement, and continuous improvement. The TIME strategy aims to optimize resources, drive innovation, and forge stronger consumer connections for sustainable growth and profitability.

Date: 2024
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