Analysis of Strategic Orientation on Organisation Performance of Selected Seed Companies in Uganda
Authors: - Arnaud Ndayimirije , - Dr. Henry K. Yatich 
Published: November 2023

This analysis investigated the influence of strategic orientation on the organizational performance of a specific set of seed companies operating in Uganda. The seed industry is a pivotal component of the agricultural sector, facilitating the supply of high-quality seeds to farmers and thereby bolstering food security and economic growth. Nevertheless, there exists a dearth of research on the strategic orientation of seed companies in Uganda and how it affects their overall performance. This study adopted a mixed-methods approach, integrating both quantitative data analysis and qualitative interviews. A sample of handpicked seed companies in Uganda was served as the subject of this analysis. Quantitative data was acquired through surveys that center on crucial performance metrics like market share, sales growth, and profitability. Additionally, qualitative interviews were be conducted with key figures within the industry to gain deeper insights into the strategic orientation of these seed companies. It is observed that seed companies that demonstrate a well-defined strategic direction aligned with market demands and opportunities tend to outperform their competitors. The study was structured around several primary objectives: to assess the influence of a cost leadership strategy on the performance of seed companies, to appraise the impact of a growth strategy on the performance of seed firms, and to examine the impact of a differentiation strategy on the performance of seed companies. As the majority of research inquiries revolve around "how" and "what," this study primarily employed descriptive research methods to address these questions. The research population consisted of 200 individuals, encompassing managers, supervisors, and service personnel. The sample size, determined using Fisher's formula, comprises 62 respondents. Data collection was primarily conducted through a questionnaire, serving as the foundational tool. Collected data was subsequently coded and input into either a Microsoft Excel spreadsheet or a Scientific Package for Social Scientists (SPSS) tool and then presented in the form of tables and figures. Both Excel and SPSS were employed for the analysis. The presentation of the research findings took the form of tables, graphs, and charts. The outcomes of the study indicated that the growth strategy holds statistical significance in elucidating the organizational performance of the selected seed companies in Uganda. Consequently, the null hypothesis postulating that the growth strategy has no impact on the organizational performance of these seed companies, at a significance level of p < 0.05, is refuted. Conversely, the alternative hypothesis is accepted, signifying that the growth strategy indeed exerts a significant influence on the organizational performance of these chosen seed companies in Uganda. It was important to note that the study revealed a prevalent scenario in which most seed companies in Uganda possessed limited market share, with only a few dominant players. This situation was associated with constrained production capacity utilization and relatively low sales volumes.