Strategic Marketing And Competitive Advantage Of Firms In The Telecommunication Industry In Kenya

Abstract

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.