Assessment of Environmental Influence on Competitive Position of a Firm: the Case of Yerer Flour Share Company

This paper focuses on the assessment of environmental forces and their likely impact on the competitiveness of the case study firm (Yereflour s.c). The ability of organizations to understand and react to environmental forces is different. Some fail to adapt to changes early enough and others are blind and impervious to change. Hence the objective of this study is geared towards identifying different dynamic environmental forces that put pressure on the operation and competitiveness of the firm and is to disclose the company's reaction to the environment; i.e. whether the firm anticipate and capitalize on the environmental opportunities and use them as a distinctive competency that sets the organization from its competitors. Primary data were collected through survey (using questionnaires) from concerned officials (General Manager, department heads, and Section 'Division heads). An unstructured interview was also used for collecting data. Since population size of the study (officials) is too small census method of data collection was applied. The analysis method is of descriptive type.