The Impact Of Competition On Financial Performance (A Case Study Of Agrifoods (Pvt) Ltd).

ABSTRACT

The research was aimed at accessing the impact of competition on financial performance. It

sought to establish how competition affects financial performance on Agrifoods Pvt Ltd as it was

experiencing a decline in sales revenue and profits as a result of competition intensity. The

research further sought to determine the most effective and efficient ways that could be

employed to reduce the effects of competition. The mixed method, descriptive research design

and a case study of Agrifoods Pvt Ltd was used in the research. Interviews, questionnaires,

primary data and secondary data were used in collecting the data for the research. The

presentation and analysis of the data collected was carried out in line with the research objective

for study. Pie charts, bar graphs and tables were used in the presentation and analysis of data.

The key findings showed that competition causes a decline in market share which results in a

decrease in profits and consequently affects the company’s financial performance. It was

recommended that Agrifoods must find ways of being competitive and that it can use target

costing to achieve competitiveness through charging competitive prices, this would draw

customers and resultantly increase in sales revenue and profits.