EFFECT OF PORTER’S GENERIC COMPETITIVE STRATEGIES AND THE PERFORMANCE OF SOFT DRINK COMPANIES: CASE OF SOMALILAND BEVERAGE INDUSTRY (SBI) IN SOMALILAND.

Abstract

The study examined effect of Porter’s generic competitive strategies and its effects on the performance of Somaliland Beverage Industry (SBI) in Somaliland. The study found out that the cost leadership, differentiation, and focus strategies have a positive relationship with performance. The researcher based on the research findings concludes that there is a positive relationship between effect of porter’s generic competitive strategies and performance of SBI. The study recommends that SBI should embrace and invest in cost leadership strategies most especially forming linkages with service providers, suppliers, the study recommends that SBI should know on what basis to segment their products, services and operations, the study further recommends that in order for company to enhance their performance then they should invest more in differentiating their personnel through continuous training, products and services in order to make them unique and innovative and conducting regular and continuous promotion or advertising campaign to enhance awareness