Differentiation as a business competitiveness strategy in the brewery industry in Cameroon: an analysis of Les Brasseries du Cameroun Bamenda

This study examines differentiation as a business competitiveness strategy for improving business performance in the brewery industry the case of Les Brasseries Du Cameroun Bamenda. The case study design was employed using both qualitative and quantitative techniques to assess the hypothetical relationships stated. Questionnaire and interviews were used for data collection administered to a purposefully selected sample of 130 participants comprising of management staff at Les Brasseries Du Cameroun Bamenda as well as managers and staff at retail outlets/bars in Bamenda. Using Pearson’s correlation coefficient as analytical technique, results showed that there is a strong positive relationship between product differentiation, and business performance (PCC = .804**, p < 0.01), moderate positive relationship between service differentiation and business performance (PCC = .575**, p < 0.01), and a weak positive relationship between physical differentiation and business performance (PCC = .264**, p < 0.01). The study thus provides practical advice that management should continue to maintain and uphold product differentiation variable factors like quality and assortment while at the same step-up service differentiation activities.