Competitive Strategies and Performance of Plastic Packaging Industries in Kenya: A Case Study of Coca-Cola Beverages Kenya-Preform Manufacturing Plant

Manufacturing, especially the plastics manufacturing sector, faces significant challenges from the constantly shifting competitive business environment, and companies have been working hard to maintain their competitiveness. Porter provided evidence that implementing a generic competitive strategy can result in a more robust competitive advantage. The purpose of this research is to determine the effects of Porter's generic strategies on competitive advantage in the plastic packaging industries especially Coca-Cola Beverages Kenya. The sample size for this study was 50 respondents, whereas the population was roughly 45 respondents. Questionnaires were the primary means of gathering data. The findings underscore the required need to adapt specific porter strategy to have advantage over their competitors, such as Cost Leadership, Differentiation, cost focus and differentiation focus strategy. The study demonstrated that the cost focus, cost leadership, differentiation and differentiation focus strategy had impacted the Coca-Cola beverage Kenya's success among the competitors. Hence the study concludes that to maximize competitive advantage, the firm should focus on theses strategy to edge out competition.