THE EFFECTS OF BUSINESS STRATEGIES ON GROWTH OF MARKET SHARE IN THE TELECOMMUNICATIONS INDUSTRY IN KENYA: A CASE STUDY OF TELKOM KENYA

Authors

  • Andrew Ndambuki Daystar University
  • Dr. Michael Bowen Daystar University
  • Dr. James Karau Daystar University

Keywords:

Business Strategy, Market Share, Profits, Mobile Industry, Telcom Kenya

Abstract

Purpose: To analyze the business strategies of Telkom Kenya Limited and how this has helped the company gain market share.

Methodology: The study adopted a descriptive research design.  

Findings: The results from the study show that the effects of strategies to gain market share have been successful. Strategies such as culture change, retrenchment, product differentiation, product modification, and aggressive marketing campaigns have had a major impact on the market share of the company. Further results show that the strategies at Telkom Kenya positively affect the company profits.

Unique contribution to theory, practice and policy: The findings of this study will benefit a number of interest groups. Foremost, the management of Telkom Kenya Limited as a reference point will benefit from the research and recommendations on areas to improve on.            Secondly, the study will benefit managers of other firms who can learn from the TKL case. For academicians, my research will contribute to the general body of knowledge and form a basis for further research on the effects of business strategies on any given industry. Investors, shareholders, suppliers and the general taxpaying public can also gain insight on the company and its strategic position within the mobile industry which can assist them in determining the viability of their investments. Finally, the government can also use the results to monitor how the industry is performing and help it formulate policies and mechanisms that will assist in expanding it in order to improve revenue collections in terms of taxes.

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Author Biographies

Andrew Ndambuki, Daystar University

Post Graduate Student

Dr. Michael Bowen, Daystar University

Lecturer

Dr. James Karau, Daystar University

Lecturer

References

Africa Centre For Open Governance. (2011). Deliberate Loopholes: Transparency Lessons from the Privatization of Telkom and Safaricom. Nairobi, Kenya: AfriCOG.

Ansoff, H. I., & McDonnell, E. J. (1990). Implanting Strategic Management, second Edition. Upper Saddle River, NJ: Prentice Hall.

Communications Commission of Kenya. (2013). Quarterly Sector Statistics Report: Fourth Quarter of the Financial Year 2012/13 (Apr - June 2013). Nairobi: Communications Commission of Kenya.

France Telecom - Orange. (2013). 2012 registration document: Annual Financial Report. Paris: France Telecom - Orange.

Institute of Economic Affairs. (2002). Telecommunications Policy in Transition: Mainstreaming Kenya into the Global Information Economy. Nairobi: Institute of Economic Affairs.

Pearce, J. A., & Robinson, R. B. (2003). Strategic Management - Formulation, Implementation and Control. New York: McGraw Hill Irwin.

Porter, M. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: Free Press.

Telcoms, Internet and Broadcast in Africa. (2008). Retrieved January 16th, 2014, from www.balancingact-africa.com: http://www.balancingact-africa.com/news/en/issue-no-363/telecoms/mobile-companies-com/en

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Published

2017-04-19

How to Cite

Ndambuki, A., Bowen, D. M., & Karau, D. J. (2017). THE EFFECTS OF BUSINESS STRATEGIES ON GROWTH OF MARKET SHARE IN THE TELECOMMUNICATIONS INDUSTRY IN KENYA: A CASE STUDY OF TELKOM KENYA. European Journal of Business and Strategic Management, 2(4), 16–32. Retrieved from https://iprjb.org/journals/index.php/EJBSM/article/view/366

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