Social responsibility and competitiveness of soft drink manufacturers in Mogadishu, Somalia

The researcher aimed at examining the effect of Corporate Social Responsibility (CSR) on the competitiveness of soft drinks companies in the Somalia city of Mogadishu. Understanding that CSR has become the requisite instrument in enhancing brand equity and establishing customer loyalty, the research agenda was to determine the role played by the programs of social responsibility in relation to the performance of the soft drink production companies in a volatile environment. To facilitate a mixed design, they resolved to gather the quantitative information in form of surveys; in-depth interviews and focus group discussions would be used to elicit qualitative information. The study was done on the employees, managers, supervisors and other vital stakeholders of the identified soft drinks companies in Mogadishu such that the researcher knew about all aspects of the subject. The findings revealed that it has a high positive effect in the domain of improving the competitiveness of the soft drink companies considering its social responsibility programs. The companies, which were actively involved into the programs of community development, education and charity, saw brand loyalty as well as better positioning in the market. Qualitative results also indicated that CSR activities enhance the bond with local communities and thus a positive public image. The study resolved that the incorporation of social responsibility in business strategies is imperative to firms willing to attain a green competitive advantage in the soft drink industry of Mogadishu. Concluding based on these revelations, soft drink companies are suggested the following: a stronger focus on the community, a CSR inherent in the brand's company-wide operations, cooperation with local institutions, and the need to convey that they are indeed socially responsible to the customers. The firms to establish good relationships with the stakeholders, to differentiate their brands and succeed long term in their business, can use these actions.