The Kenyan apparel industry has played a major role in the country＇s economic development; however the sector＇s competitiveness has decreased due to inadequate industrial strategy and loss of global markets resultin...The Kenyan apparel industry has played a major role in the country＇s economic development; however the sector＇s competitiveness has decreased due to inadequate industrial strategy and loss of global markets resulting from elimination of quotas in 2005. China and other Asian countries＇ ability to produce quality products efficiently at lower comparative costs has been threatening apparel manufacturers in most developing countries in Africa. The purpose of this study is to analyse Kenya＇s apparel industry＇s current situation and to recommend some strategies for regaining business competitiveness in the apparel sector. This paper examines how apparel firms could develop competitive advantages in both local and global markets. It uses Porter＇s diamond and business value chain models as a basis of analysis for interpreting competitive factors within Kenya＇s apparel industry. In addition to extensive literature reviews, the paper provides in-depth overview of Kenya＇s apparel sector business dynamics and its relationships with local and global markets. Conclusions are drawn based on the analyses of Porter＇s theoretical models in relationship to Kenya＇s apparel industry business dynamics. Taking into account the global apparel business factors, recommendations are made on how the Kenya＇s apparel industry can regain business competitiveness.展开更多
In today＇s globally competitive world, because of the globalization, new business patterns and the changing nature of consumers, the companies feel the necessity to act strategic in the market and to reach up the tar...In today＇s globally competitive world, because of the globalization, new business patterns and the changing nature of consumers, the companies feel the necessity to act strategic in the market and to reach up the target markets and sustain maximum customer satisfaction in order to compete and survive. In this context, within the study it is tried to define product positioning in international markets and global branding strategies conceptually and to focus on their contributions to the overall competitive advantage of the company. Initially, the study tries to present the association between product positioning and global branding approaches of the companies and sustaining competitive advantage. Justifications for the examination of the importance of companies＇ international product positioning and global branding orientations as a basis of creating competitive advantage were derived from the literature. It is suggested that the companies＇ product positioning and global branding orientations and sustaining competitive advantage are the important aspects in multinational management and international business areas. Therefore, the purpose of this study is to evaluate the impact of product positioning and global branding strategies of the companies with special references to various industries and global brands.展开更多
文摘The Kenyan apparel industry has played a major role in the country＇s economic development; however the sector＇s competitiveness has decreased due to inadequate industrial strategy and loss of global markets resulting from elimination of quotas in 2005. China and other Asian countries＇ ability to produce quality products efficiently at lower comparative costs has been threatening apparel manufacturers in most developing countries in Africa. The purpose of this study is to analyse Kenya＇s apparel industry＇s current situation and to recommend some strategies for regaining business competitiveness in the apparel sector. This paper examines how apparel firms could develop competitive advantages in both local and global markets. It uses Porter＇s diamond and business value chain models as a basis of analysis for interpreting competitive factors within Kenya＇s apparel industry. In addition to extensive literature reviews, the paper provides in-depth overview of Kenya＇s apparel sector business dynamics and its relationships with local and global markets. Conclusions are drawn based on the analyses of Porter＇s theoretical models in relationship to Kenya＇s apparel industry business dynamics. Taking into account the global apparel business factors, recommendations are made on how the Kenya＇s apparel industry can regain business competitiveness.
文摘In today＇s globally competitive world, because of the globalization, new business patterns and the changing nature of consumers, the companies feel the necessity to act strategic in the market and to reach up the target markets and sustain maximum customer satisfaction in order to compete and survive. In this context, within the study it is tried to define product positioning in international markets and global branding strategies conceptually and to focus on their contributions to the overall competitive advantage of the company. Initially, the study tries to present the association between product positioning and global branding approaches of the companies and sustaining competitive advantage. Justifications for the examination of the importance of companies＇ international product positioning and global branding orientations as a basis of creating competitive advantage were derived from the literature. It is suggested that the companies＇ product positioning and global branding orientations and sustaining competitive advantage are the important aspects in multinational management and international business areas. Therefore, the purpose of this study is to evaluate the impact of product positioning and global branding strategies of the companies with special references to various industries and global brands.
