Assessment on Marketing Strategy Practice and challenges of ethio telecom
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Date
2019-06
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Addis Ababa University
Abstract
The aim of this study was to assess the marketing strategy practice, identify challenges and provide possible recommendation to the identified challenges. It tries to identify the process the company follows in the formulation of marketing strategy, how segmentation and targeting is being practices, the choice of the marketing mix elements and the challenges experienced by the company in the implementation of the marketing strategy. The research design was descriptive and qualitative approach was used. The research was carried out using both primary and secondary source of data to get the intended data and meet the objective of the study. To gather the primary data semi structured questionnaire where used for an interview with purposively selected sample size 18 management from divisions responsible for formulation and implementation of the strategy. For the secondary data, of the company’s planning document is used to understand the marketing strategy formulation process. Data was collected through one to one and telephone interview and self-administered questionnaire. The finding of the analysis shows; the company follow well-structured process in the formulation of the marketing strategy. With regards to segmentation and targeting, apart from an effort in trying to define the segments in the market, it is not fully implemented and there is lack of consistency across the application of segmentation in the company. The gaps on segmentation practice further affects the practice of targeting, although the company have many products and services it is not able to ensure delivery of tailored products for differentially segmented customers. The company has also well exploited the 4 marketing mix elements such as product, price, place and promotion with inadequate focus on three elements people, process and physical evidence. The main challenges in the implementation are also identified to be lack of attention, focus and poor integration by the management and working units, lack of knowledge and system readiness, lengthy and inefficient procurement and decision making process Accordingly, it is recommended by the researcher for the company to strengthen internal communication and create better alignment , empower management and ensure timely decision build its capacity hiring expertise on the industry and implementing data analytical tool to support segmentation, include the 3Ps in the marketing mix elements to ensure customer centricity of internal process, procedure and decision making
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Keywords
Marketing Strategy, Segmentation, Target Marketing