Product innovation strategy of food industry in Tanzania: A Case study of Bakhresa Food Products Limited

Abstract

Product innovation has become a key strategy for enterprises operating in the highly competitive food market, especially since changing customer tastes, technology advancements, and increased rivalry put pressure on firms to constantly enhance their goods. This study sought to determine the impact of product innovation strategies on the performance and competitiveness of Azam food products in Tanzania, with a focus on new product creation, product improvement, packaging innovation, quality improvements, and product diversification. The study used a case study research approach with a sample of 40 employees chosen from 52. Questionnaires, interviews, and a review of documents were used to collect data, which was then evaluated using descriptive statistics. The data showed that product innovation techniques have a favourable and significant impact on the success of Azam food items. Specifically, product development had a big impact on market performance. The study also found that continual product innovation, appealing packaging, and quality advancement help to increase consumer satisfaction and market competitiveness. The study suggests that successful product innovation is critical for increasing the competitiveness and sustainability of Tanzanian food manufacturing enterprises. It consequently suggests that Bakhresa Food Products Limited continue to engage in research and development, consumer-oriented product innovation, packaging innovations, and quality enhancement in order to successfully adapt to changing customer requirements and maintain its place in the Tanzanian food industry.