Browsing by Author "Swai, Joshua Emmanuel"

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    Exploring dynamics of market segmentation for enhanced performance in telecommunication companies in Tanzania: the case of Zanzibar telecom limited (Zantel)
    (The university of Dar es Salaam, 2013) Swai, Joshua Emmanuel
    The purpose of this study was to determine the impact of the dynamics of market segmentation for enhanced performance in telecommunication companies in Tanzania the case of Zanzibar Telecom Limited (ZANTELS). Specifically, the study sought to examine the factors used to segment Zantel markets, to assess Zantel performances after segmentation and to identify the challenges faced when implementing segmentation. The study adopted case study strategywhereby a sample of 100 respondents was selected from customers and Zantel staff. Purposive and simple random sampling techniques were used in selecting the respondents. Data collection was through questionnaire and interviews. Data analysis was done by the use of Statistical Package for Social Science (SPSS) and Excel. Findings from the study indicated that in order to compete with other providers, Zantel needs to have a very good knowledge of its own customers, in particular, by knowing about each of their wants and needs. It was further discovered that market segmentation did not only bring revenues but also stimulated demand and created brand loyalty. The biggest challenge to segmentation was established to be able to differentiate herself from other players. It was concluded that there was no contention to significance of market segmentation to today’s marketers. It is critical for the company to find a correct target audience and for the clients to benefit from quality service. Based on findings from the study, it is strongly recommended that Zantel should ensure a systematic and continuous surveillance on performance of different segments so as to be able to determine whether or not particular segments are on track towards achieving the company’s objectives.