Strategic Marketing And Competitive Advantage Of Firms In The Telecommunication Industry In Kenya
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Date
2011Author
Mawanda, Josephine
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
The telecommunication industry specifically the mobile communication industry has been one
industry that has exponentially grown in just a matter of few years. It's an industry that other
firms can use as a benchmark to be able to understand how well to plan and implement
strategies. It comprises of many shifts when it comes to leadership, pricing of products and
services, shifts when it comes to employment and shifts when it comes to providing not only
one service but a variety of services.
The study aimed to establish the influence of strategic marketing on competitive advantage
and also determine the strategic marketing practices as used to gain competitive advantage. It
was conducted through a survey design and questionnaires issued to strategy and marketing
managers in each of the four companies that were included in the survey. Data collected was
quantitative and was analyzed by use of SPSS program.
The study found out that the industries have each played a part in creating brand loyalty to the
customers and perception through strategic marketing and to achieve competitive advantage
it's the provision of stability and trust plus a combination of variety in services that has made
the companies that perform well do as they do and those who have a less percentage in market
share have been thus due to the duration they have been in the market industry.
Publisher
University of Nairobi
Rights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
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