A Dissertation Submitted in Partial Fulfillment of the Requirement for the
Award of Degree of Masters of Business Administration in Corporate
Management (MBA-CM) of Mzumbe University
The purpose of the study was to assess the marketing strategies used by Public
telecommunication companies, specifically the study identified marketing strategies,
determined effectiveness of marketing strategies, and identified challenges
encountered by TTCL in the implementation of the marketing strategies. The study
used purposive and convenience sampling techniques to select sample size of 323
respondents. Also, the study used questionnaire and interview methods for data
collection, as well as thematic and descriptive statistics as techniques for data
analysis.
The study found that that promotion strategy, price strategy, product strategy, and
placement/ place strategy have been the marketing strategies used by TTCL to
provide better service and value to its customers. The marketing strategies used by
TTCL were effective to raise customer satisfaction, sales performance and financial
performance. Lastly, lack of funds, strict enforcement of customer biometric
registration, frequent power outage, and poor network coverage have been the
challenges facing TTCL on implementing marketing strategies.
The study recommended that the government should support TTCL with Sh1.77
trillion in capital injection to fund its ambitious five-year strategic plan that would
use to increase its share of the telecommunications market to reach 15 per cent.
Furthermore, the government should instruct the National Identification Authority
(NIDA) to have offices in the rural areas for people to access easily citizen identity
cards so as can be able to register their Simcards. This will help TTCL to retain its
customers and increase the new subscribers. The government should extend power
supply adequately in the rural areas so as to ensure consistent power supply to TTCL
infrastructures, thus TTCL will improve communication, particularly in the rural
areas where there is facing the problem of electricity. Lastly, TTCL should increase
speed of connecting other regions with 4G network services so as to increase
customer satisfaction among its customers in the rural areas where they still use 2G
and 3G networks that have low speed, and have been disgusting to most
subscribers