Browsing by Author "Gumbu, Collin Francis"

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    Competitive strategies and achievements made by telecommunication firms in mainland Tanzania in the perspective of porter’s generic strategies
    (Unversity of Dar es Salaam, 2010) Gumbu, Collin Francis
    The objective of this study was to learn and enhance understanding of how Telecom operators in developing countries compete with each other using Porter‟s three generic strategies as applied in the sector of telecommunication. The three strategies are cost leadership, product differentiation and focus. Three Telecom operators i.e. Tanzania Telecommunications Company Ltd (TTCL), MIC Tanzania Ltd (TIGO) & VODACOM in the Tanzanian Telecommunication Market were used for this study by looking into their strategies. Both primary and secondary data was collected. The primary data used in depth interviews from marketing executives of Telecom firms while secondary sources of data were mainly annual operational reports for the period 2001 – 2009. Research findings show that Porter‟s three generic strategies, mainly the differentiation and cost leadership are used in the Tanzanian Telecommunication market. The study also found that the Tanzanian market was changing environment that, demands the operators to combine and integrate their strategy with other strategies such as engagement in social responsibility activities and sponsorship of major social event aimed at building and maintaining strong brand image. They cannot depend on one strategy. Results implicated setting of reasonable price and investment in unique services as key strategies for success in the Tanzanian telecom market derived from Porter‟s cost leadership and differentiation strategies respectively. Coverage, quality of services and reliability were found to be important only during the early phase of the firms‟ life cycles.