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Strategic Choices in Turbulent Times: A Case of the Bread Manufacturers in Zimbabwe

Abstract

The study investigated the strategic choices made by the bread industries management in Zimbabwe as the Zimbabwean economy went through dollarization, among the many changes and uncertainties in the environment. A phenomenological philosophy was adopted for the study and an exploratory survey of bread manufacturing companies was used to identify the specific strategic choices adopted by successful organizations to maximise their business survival opportunities during this period. The study established that aggressive marketing and low cost options were the most effective strategic choices that maximized business survival chances and competitiveness. The study also recognised that no new markets were developed with most organizations choosing to sell the same products in the same markets.

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