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" Effect of Competitive Strategy on the Performance of Bakeries in Ilorin Metropolis "
Lasisi- Balogun, Opeyemi Saheed
Adeyemi, K. S.
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Latin Dissertation
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| Language of Document
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English
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| Record Number
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1106373
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| Doc. No
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TLpq2387242909
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| Main Entry
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Adeyemi, K. S.
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Lasisi- Balogun, Opeyemi Saheed
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| Title & Author
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Effect of Competitive Strategy on the Performance of Bakeries in Ilorin Metropolis\ Lasisi- Balogun, Opeyemi SaheedAdeyemi, K. S.
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| College
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Kwara State University (Nigeria)
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| Date
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2020
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| student score
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2020
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| Degree
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M.S.
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| Page No
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103
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| Abstract
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The poor contribution of Small and medium enterprises to the development of the country may be due to some internal and external business environmental factors such as market competition, management inefficiency, marketing and sales problems, inadequate infrastructure and financial inadequacy that are militating against the productivity of the enterprises in term of their profit, sales and employment generation. However, for achieving a desirable level of performance relying on the available organizational resources, the role of competitive strategies cannot be undermined. Therefore this study seeks to examine the effect of competitive strategies on the performance of selected bakeries in Ilorin Metropolis. The specific of objectives were to: (i) investigate the effect of cost leadership strategy on employee productivity; (ii) explore the extent to which product differentiation has effect on customer loyalty; (iii) examine the effect of focus strategy on customer satisfaction and (iv assess the effect of cost leadership strategy on customer loyalty. The total study population was 321 managers of Bakery Businesses in Ilorin Metropolis, from which a total of 176 samples was selected using Raosoft soft calculator. 176 copies of the questionnaire were personally administered with 99% return rate. The techniques employed for data analysis include descriptive analysis, and simple linear regression analysis .The findings of the study shows that: cost leadership strategy has impact on employee productivity in Bakeries in Ilorin Metropolis with an R2 of 0.327, indicating that 32.7% variance in employee productivity is explained by cost leadership strategy, differentiation strategy has a low effect on customer loyalty in Bakeries in Ilorin Metropolis with an R2 of 0.095, indicating that 9.5% variance in customer loyalty is explained by differentiation strategy, focus strategy has a positive effect on customer satisfaction of Bakeries in Ilorin Metropolis with an R2 of 0.016, indicating that 1.6% variance in customer satisfaction is explained by focus strategy and cost leadership strategy has a significant positive effect on customer loyalty in Bakeries in Ilorin Metropolis with an R2 of 0.326, indicating that 32.6% variance in customer loyalty is explained by cost leadership strategy. It was concluded that competitive strategy has significant impact on organizational performance of bakeries in Ilorin Metropolis. Bakery businesses ensure adoption of appropriate competitive strategies that are compatible with the desired level of organizational performance. This study recommends that organizations must ensure that regular training is conducted to increase the effectiveness capability of the employees. Based on the findings, this study also recommends that for cost leadership strategy to be effective for achieving the desirable goal, management must ensure close supervision of employees in order to achieve cost reduction at all stages of production. It was concluded that cost leadership and differentiation strategies have effects on the performance of Bakeries in Ilorin metropolis, but focus strategy lack the potent to influence their performance.
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| Subject
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Business administration
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