Market Penetration Communication Strategy in the Telecommunication Industry: A Case Study of Safaricom's Operations In Ethiopia
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Date
2024-04
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Addis Ababa University
Abstract
This research paper examines Safaricom Ethiopia’s communication strategies and their impact on customer engagement and growth within the Ethiopian telecommunications market. The study integrates data from interviews with Safaricom representatives and feedback from 20 customer questionnaires to provide a nuanced understanding of the company's strategic effectiveness.
The analysis reveals that Safaricom’s use of traditional media, such as TV and radio, effectively reaches older demographics, while social media platforms are instrumental in engaging younger audiences. Despite a generally favorable view, with 45% of respondents rating the communication as effective, 25% remained neutral, indicating potential gaps in messaging and the need for more targeted strategies. The promotion's success is further highlighted by a significant portion of customers joining in the past six months, showcasing effective outreach but underscoring the necessity for ongoing customer retention efforts.
The study identifies challenges such as the need for improved network coverage in rural areas and the requirement for more culturally localized messaging. Opportunities include leveraging digital platforms and competitive pricing to enhance customer acquisition and retention. The research also acknowledges the positive impact of Safaricom’s CSR initiatives on brand reputation. Overall, the findings offer valuable insights for refining Safaricom’s communication strategies to better align with market expectations and improve overall effectiveness.
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Safaricom Ethiopia’s