Abstract:
The main aim of the paper was to determine the influence of competitive strategies on the
market share in the telecommunications firms in Kenya using two samples. The first sample
comprised of a population of 362 telecommunications employees and the second comprised of
150 customers both randomly selected from the respective populations of the selected firms.
Structured and open ended questionnaires were used in the study. Price and products
differentiations were highly rated as competitive strategies. Results of this research offered
necessary feedback for improving a company's strategy, services and product offerings, thereby
achieve customer satisfaction and improve their market share. This research recommends that
telecommunications firms should incorporate the views of all stakeholders in setting their
strategic direction therefore encourage ownership among internal stakeholders enabling
improved service delivery, invest in signal strength aimed at offering reliable network coverage
and long-term relationship with customers through customer reward programs to increase their
market share.
