Challenges facing the management of telecommunication companies in a competitive environment: the case of mobile phone companies in Tanzania

The study focused on the challenges facing the management of the telecommunication industry in competitive environment evaluate the current situation in the telecommunication market and make a contribution to practice by recommending appropriate competitive strategies depending on operating environment. The study reviewed existing theories and models of competitive marketing strategy. The objective of the study was to evaluate the challenges management of telecommunications companies face in a competitive environment, and to develop strategies relevant to the operating environment. The study revealed that operators are becoming more and more competitive and customers are becoming more knowledgeable and their demand keeps on increasing at even lower prices than before. All operators companies feel that the key to being successful in the future will be meeting customer needs, developing products to meet those needs, and bringing them to market faster than the competition. Nevertheless, new challenges continually emerge, sustainable strategy should be to continue to generate innovation in a consistently progress manner, exploration of new cooperation model that matches business environment. In order for operators meeting their operating targets, they need to turn existing competitive challenges into opportunities by focusing on customers, employees and shareholders.