Effect of Marketing Mix Strategies on Performance of Telecommunication Companies. A Case Study of Vodacom Tanzania Limited

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dc.contributor.authorNjau, Yvonne
dc.date.accessioned2024-11-04T07:37:53Z
dc.date.available2024-11-04T07:37:53Z
dc.date.issued2022-10
dc.descriptionMASTER OF BUSINESS ADMINISTRATION in Marketing
dc.description.abstractThe most significant change in current company direction is represented by marketing strategy. The right marketing mix strategies ensures that the right product is available at the right place at the right time, at the right price, and that resources are used effectively and efficiently. This study used the example of Vodacom in Tanzania to examine the impact of marketing mix strategies on business performance. The purpose of this study was to find out the effect of marketing mix strategies on the performance of Vodacom Limited in Tanzania. This study was based on two theories, that is, resource-based theory and Competence based strategy theory. The study was guided by the following objectives: to identify the marketing mix strategies employed by Vodacom Tanzania Limited; to establish the performance of Vodacom Tanzania Limited; and to find out how marketing mix strategies affect the performance of Vodacom Tanzania Limited. The study adopted descriptive survey design. The data was collected through a self-administered structured questionnaire. Data was analyzed through the use of a computer software SPSS. The study revealed that product strategy was the most implemented marketing mix strategy at Vodacom Tanzania Limited as supported by 94% of the respondents. The study also found out that customer satisfaction was the main criteria used by Vodacom Tanzania Limited to determine organizational performance. Promotion and pricing were also crucial in ensuring good organizational performance as supported by 82% and 78% of the respondents respectively. The study further revealed that the product strategy had the greatest effect on the organizational performance. Promotion and pricing was also crucial in ensuring good organizational performance. The study recommends that the organization should embrace continuous training and development of the employees. The staff should also have the latest skills and knowledge to keep them updated in the field. This would go a long way in ensuring that the company achieves its organizational performance. The study further suggests that more research be carried out to determine the influence of marketing mix strategies on employee engagement and factors that affect marketing mix strategies
dc.description.sponsorshipDaystar University, School of Business and Economics
dc.identifier.citationNjau, Y. (2022). Effect of Marketing Mix Strategies on Performance of Telecommunication Companies. A Case Study of Vodacom Tanzania Limited. Daystar University, School of Business and Economics
dc.identifier.urihttps://repository.daystar.ac.ke/handle/123456789/5606
dc.language.isoen
dc.publisherDaystar University, School of Business and Economics
dc.subjectcompany direction
dc.subjectmarketing strategy
dc.subjectbusiness performance
dc.titleEffect of Marketing Mix Strategies on Performance of Telecommunication Companies. A Case Study of Vodacom Tanzania Limited
dc.typeThesis

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