Influence of Organizational Strategy on to Environmental Scanning of Organizations in Manufacturing Sector

Abstract

In today's business environment, competition is order of the day. Any business that is not aware of its environment is bound to run into some crises that will definitely arise from the increasing complexity of the environment in which such business operates. Environmental scanning is the tool used in analysis of the environment and its effectiveness depends on some underlying factors.The purpose of this study was to investigate some of these factors affecting the environmental scanning of organization using Kenya Breweries Limited as a case study. The research problem was studied through the use of a case study research design. The target population of this study was the staff working at Kenya Breweries Limited. A sample of staff drawn from the population of 250 management staff comprising of the top, middle and low level management ranks. Using stratified sampling techniques a sample of 75 respondents was drawn. Primary data was collected through the use of questionnaires. A pilot study was undertaken on eight to test the reliability and validity of the questionnaire. Data was analyzed using descriptive statistical tools and inferential statistical tools were used to determine the relationships between the various variables.From the findings the independent factors under study greatly affected the environmental scanning activity accounting for 87.5 % of variation of environmental scanning. The results of the ANOVA test showed that the independent variables are important in predicting Environment Scanning.