| dc.description.abstract | Advantages of forward vertical integration to businesses notwithstanding, its
benefits in relation to execution excellence accruable to company owned retailing
businesses were not recognized. Retail strategy implementation, operationalized
through right execution daily in the soft drink industry being relatively new
concept received dismal empirical attention. No similar studies were reported in
Kisumu, Kenya, where company owned kiosks revealed low productivity. The
relationship between forward vertical integration and execution excellence; and
effect of retail strategy implementation on execution excellence remained
unknown. The main purpose was to establish effect of forward vertical integration
and retail strategy implementation on execution excellence in Equator Bottlers
Company owned kiosks, Kisumu, Kenya. Specific objective were to: establish
effect of forward vertical integration on execution excellence; and investigate
effect of retail strategy implementation on execution excellence in company
owned kiosks. The conceptual framework related forward vertical integration and
retail strategy implementation to execution excellence in a descriptive research
design study. The target population was 205 company owned kiosks as at January
2013. A total of 56kiosks were purposely selected because they had glass door
merchandisers. After pre-testing the instrument using 5 kiosks, the sample size
was 51 kiosks where operators were contacted. The instrument was reliable at
Cronbach's alpha a = .74. Pearson correlation results found: forward vertical
integration significantly (p=.000) positively correlated to execution excellence;
and retail strategy implementation significantly (p=.000) positively correlated to
execution excellence in Equator Bottlers company owned kiosks. Meaning both
forward vertical integration and retail strategy implementation positively
influence execution excellence. The study concluded: forward vertical integration
had significant positive effect on execution excellence; and retail strategy
implementation had significant positive effect on execution excellence in Equator
Bottlers company owned kiosks. The study recommended: effective utilization of
forward vertical integration; and improving retail strategy implementation for
continual execution excellence in the franchise territory. The study might be
.significant in aiding top management in making strategic market decisions and
adding knowledge to academic fields of strategic marketing and strategic
management. | en_US |
