Competitive strategies and firm performance: a comparative assessment of mtn ghana and vodafone ghana.

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Date
2023
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KNUST
Abstract
A firm’s strategy incorporates the arrangements and techniques devised by board to yield a hit to a company overall performance. An approach is thus a management recreation plan for the business. The study is on competitive strategies and firm performance: a comparative iii assessment of mtn Ghana and Vodafone Ghana. The main objective is to identify the competitive strategies used by mtn and Vodafone Ghana, to assess the impact of competitive strategies on the business performance of mtn - and Vodafone Ghana limited and to establish the challenges to competitive strategy implementation. Data was collected from hundred and ninety-one (191) workers from managers, marketing managers and marketing executives of both Vodafone and mtn, using convenient sampling. The data collection tool employed was questionnaire. The data was analyzed using (spss version 24). Findings from the analysis showed that both mtn and Vodafone prioritize on cost leadership strategy, offensive marketing strategy, customer relationship management, and defensive marketing strategy as their tool to achieve organizational goals. It could be established from the analyses that, the strategies used by both mtn and Vodafone impacts on their operational performance. But that of mtn impacts performance more greatly than Vodafone. Thus, the correlation analysis showed the strategies adopted by mtn will positively impact performance by 0.725 units. On the other hand, Vodafone's competitive strategy will only impact performance by 0.346 units. The major challenges each telecommunication company (mtn and Vodafone) faces with reference to strategy implementation. Capital requirement, lack of detail planning, and strategy and culture misalignment were as the identified obstacles to their strategy implementations. Vodafone on the other hand ranked poor communication, poor prioritization and government policies and lack of detail planning as the first three obstacles to their strategy implementation.
Description
A thesis submitted to the Kwame Nkrumah university of science and technology business school in partial fulfilment of the requirements for award of masters of science marketing.
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