An investigation of the Business-Level Strategies in Zimbabwe Food Manufacturing Sector (2006 -2013)

A B S T R A C T This paper examines business level strategies and the impact of strategy formulation, strategy content and strategy implementation on competitive performance, all within the food manufacturing sector in Zimbabwe. As far as the author was able to establish by examining the previous studies, none of the previous studies have looked into strategic formulation, business-level strategy and strategy implementation simultaneously in a single study. The objective of this research study is premised on establishing cause and remedies to gain competitiveness in the food manufacturing sector in Zimbabwe. Survey data affecting manufacturing sector competiveness like corruption, finance, technology, labour force, uncompetitive exports, unreliable and high cost electricity were analysed. Furthermore this study considers the moderating effects of environment on the relationship between strategy formulation and competitive performance and strategy content and implementation. The paper also assesses the moderating effect of business level structure on the relationship between strategy formulation content and competitive implementation performance. This study also addresses some of the methodological shortcomings of the previous studies by clearly defining the food manufacturing industry in Zimbabwe, using a good sample size and by using properly validated constructs. The sample size of this research paper consisted of 150 Chief Executive Officers located in Harare, Bulawayo, Mutare, Gweru and Masvingo in Zimbabwean. The research instrument used was the self – administered questionnaire. Data collected was analyzed using both inferential and descriptive statistical tools. The structural model indicates that some of the bivariate relationships become insignificant when strategy formulation is studied along with business-level strategy and strategy implementation simultaneously. Results obtained from the study revealed that strategy formulation and implementation if fully practiced in food manufacturing organisations enhances efficiency, profitability and competitive advantage in a dynamic environments. The paper recommended a conceptual model for Strategy formulation and implementation for competitive advantage in the food manufacturing industry in Zimbabwe.