Effect of Production Strategies on Firm Performance of Equator Bottlers Company Limited in Kisumu County, Kenya

The main objective for this study is to assess production strategies and firm performance in bottlers firms in Equator in Kisumu using government policy as the moderator. This was done in Kisumu county and it was guided by resource based theory. The study employed correlation design with target population of 845 employees chosen through stratified sampling and simple techniques. The sample of 387 employees was chosen by stratified random sampling and simple sampling techniques. The major research instruments was the questionnaire for primary data. The study conducted pilot study from Eldoret bottlers limited using Cronbach alpha value of above 0.7. The study adopted both inferential and descriptive statistics using mean, and percentage presented by tables and figures for interpretations. Correlation and regression analysis was chosen to establish relationship of variables. The findings showed that productive strategy was mostly applied resulted to improve cost of returns for firm performance. It also found that market strategies were not effective for firm performance which later reduces earnings through price wars. The study also recommended that production strategies can be enhanced for firm performance. Further, it was noted that strategic management of equator bottlers can review firm performance of 5 years and above. This resulted to the need to conduct another study for production strategies on the firm performance in other organizations.