Competitive strategies adopted by mobile phone companies in Kenya
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Date
2010Author
Wanjiru, Kamande W
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
The topic of this study is; Competitive Strategies Adopted by Mobile Phone Companies
in Kenya. Competition has become the most important aspect that all the stakeholders in
any industry need to be alert on if they are to make it and succeed. Organizations
therefore have to continually assess the competitive environment in which they operate
and also assess their own strategy. This also helps them to adopt winning strategies that
ensures they perform very well in the industry.
Telecommunication industry in Kenya is quite lucrative but faces challenges just like any
other industry. Some of the challenges that have greatly affected the growth of this sector
include competition from new entrants, substitute products and services, political
anxieties, technological advancement and globalization. The players in this industry have
over time adopted dynamic strategies if only to survive. This study was to establish the
competitive strategies adopted by mobile phone companies in Kenya.
The study has determined the sources of competition in the mobile phone industry in
Kenya and also established the competitive strategies adopted by these companies to
succeed.
This data was collected from the four mobile companies in Kenya namely Safaricom,
Zain, Essar and Orange. The respondents were managers in the corporate strategy,
marketing, retail, sales, risk, customer care, finance and technical departments who had
been in the these companies for at least five years and were involved in the formulation
and implementation of the strategies
The data was collected using interview guides that were sent to the respondents via email.
The data collected was qualitative and was analyzed using content analysis. From the
analysis, the mobile phone companies have adopted several strategies which include cost
leadership, differentiation, marketing strategies, diversification, expansion, technology
strategies, customer service and corporate social responsibly and according to the
respondents, all of them have been successful to their companies.
Citation
Masters in Business AdministrationSponsorhip
The University of NairobiPublisher
The University of Nairobi School of Business