Abstract: The general objective of the study was to establish competitive positioning strategies in response to changing rice demand patterns in Kenya. This study was guided by three specific objective which were; the effect of product differentiation in response to changes in rice demand patterns in Kenya, to establish the effects of cost leadership in response to changes in rice demand patterns in Kenya and finally to determine the effects of market segmentation strategies in response t changes in demand patterns in Kenya. The target population was the employee from MRM. The sample size drawn from this population was 50 was identified through stratified random sampling. Primary data was collected from the respondents using questionnaires.