Effect of Differentiation Strategy on Performance of WACOT Rice Milling Industry, Kebbi State

Abstract

In spite of the use of differentiation strategies the company's performance is seems to be at deviant from the expected result and that motivated the quest for the study. The study determined effect of differentiation strategy on performance of WACOT rice milling industry Kebbi. The research design adopted for the study was case study research design, t population was 120 employees of WACOT rice milling industry, the population of 120 was retained as sample size through census sampling technique. The study found a Significant positive effect of price based differentiation strategy, specialties based differentiation strategy, product based differentiation strategy and customer service quality differentiation strategy on performance of WACOT rice milling industry. The study concluded that there is a significant positive effect of differentintion strategy on performance of WACOT rice milling industry Kebbi is rejected. Specifically, price based differentiation strategy and product bayed differentiation strategy has more contribution to the performance of WACOT rice milling industry Kebbi is rejected as compare with the specialties and customer service based differentiation strategy. The study recommended that: The WACOT rice milling industry Kebbi should invest more into price based differentiation strategy as it has more significant contribution to her performance. The company should also consider product based differentiation strategy as the second valuable strategy after price based differentiation because of its contribution to performance. The company should also improve investment into specialties in order to acquire more market share. The company should also invest in customer service based differentiation strategy as it has a positive contribution to performance.