Strategic Factors Influencing Market Share of Telecommunications in Kenya

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.