Analysing the Effect of Increase Factors on the Performance of Tea Companies in Nandi County, Kenya

Blue ocean concept plays a critical role in strategic management in organization especially in tea industry which has led to tremendous growth over the past years. It is in regard to this strategic focus that this study sought to establish the effect of increase factors on the performance of tea firms in Kenya. The study was guided by the Value Innovation Theory and adopted a case study research design. The study population comprised a total of 99 top management staff from tea firms in Nandi County. The study used non-probability sampling design by applying a purposive sampling technique. The primary method employed for data collection was the use of questionnaires, which were self-administered by the respondents. The data collected was analysed using both descriptive and inferential statistics. Data was analysed with aid of SPSS software and linear regression model was used to determine the association between independent variable and dependent variable. The findings were presented using tables and graphs. The study found that increase factors was statistically significant to performance of tea firms (β1=0.888, p=0.000, p<0.05). The study concludes that increase factors are statistically significant in explaining performance of tea firms in Kenya. The study recommendations was to increase the factory door sales to local markets which will likely increase the domestic consumption. Keywords: Increase factors, Performance, Tea Industry, Value Innovation