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Marketing strategies for profitability: a case of safaricom ltd in kenya telecommunication industry.
| Content Provider | CiteSeerX |
|---|---|
| Author | Oloko, Margaret Anene, Enos Bernabas Kiara, Patrick Gitonga Kathambi, Irene Mutulu, Japhet |
| Abstract | Abstract- The study was done to explore and highlight the marketing strategies that Safaricom Ltd has utilized to spur its remarkable growth in terms of the market share as well as its unprecedented strong super profit within the telecommunication industry both in Kenya and the entire East Africa region. The objective of the study was to majorly identify the marketing strategies for safaricom’s growing market share and profitability. The study basically used a textual approach in collecting and analyzing data which was presented in content and thematic analysis from secondary data. The scope of the study was the Safaricom limited company. The study found various marketing mix and techniques were employed that include: auditory marketing, new product creation, animation, pricing, place, content localization, brand alliances, use of celebrities and constant promotions. The study indicates that these techniques were found to enhance the uptake of safaricom products hence, resulting to increased revenue leading to profitability. |
| File Format | |
| Access Restriction | Open |
| Subject Keyword | Marketing Strategy Safaricom Ltd Kenya Telecommunication Industry Market Share Textual Approach Thematic Analysis New Product Creation Secondary Data Entire East Africa Region Brand Alliance Safaricom Product Telecommunication Industry Content Localization Remarkable Growth Unprecedented Strong Super Profit Various Marketing Mix Constant Promotion Auditory Marketing |
| Content Type | Text |
| Resource Type | Article |
