Promotional strategies applied to drive competitiveness at Essar Telecom Kenya
Abstract
Promotional Strategy seeks to maintain or increase the market share of current products
of a company. This can be achieved by a combination of competitive strategies like
pricing, advertising, sales promotion and dedicating more resources to personal selling.
Promotional strategies seek to secure company dominance of the market. The purpose of
this study was to identify promotional strategies used to drive competitiveness by Essar
Telecom Kenya Limited. The study adopted a case study design. The researcher used
both primary and secondary data. Primary data was collected using interview guide with
open ended questions. The respondents for this study included senior managers in the
company. Being a case study, conceptual content analysis was used to analyze the data.
The study found that the company has engaged in both pull and push strategy as a form
of promotional strategy. Sales promotions, personal selling, direct marketing are some of
the promotional methods applied. The study recommends that although the company has
been successful in neutralizing the challenges brought about by competition in the
telecommunication industry, the company should engage in improving service and
products quality as a response to its competitors’ strategies whose products and services
are much better. The study further recommends that Essar Telecom Kenya Limited
should heavily advertise itself in other countries and diversify in other countries that are
not in East Africa in order to take advantage of economic developments in many
countries as a result of globalization. The study recommends that further research should
be done on the other companies in the Telecommunication industry so as to get
comprehensive information on how the other players in the industry are able to remain
competitive in the market.
Citation
Degree Of Master Of Business AdministrationPublisher
University Of Nairobi School of Business
Description
A research project submitted in partial fulfillment of the
Requirement for the award of degree of masters of business
Administration, school of business