Research Proposal: Overview
Prior to the liberalization of the telecommunication breadth of Ghana’s economy, the adaptable telephony breadth of the abridgement was non-existent. The alone telecommunication account accessible to the association was bound anchored curve provided by the Ghana Postal and Telecommunication Corporation (GP&T), which had a monopoly.The amount of admission to buzz in homes was 3 phones per 1,000 citizenry and its administration was skewed in favour of burghal citizenry abnormally those in Accra. This led to the arising up of advice centers which answerable ten times the amount of operators. The liberation of the Telecommunication breadth of Ghana’s abridgement in the 1993/94 brought about a aciculate advance in the cardinal of adaptable operators. In 1993 Celtel (formerly Kasapa and now Expresso), launched the aboriginal adaptable telephony account in Ghana.
As the year 2000, there were four adaptable operators (Buzz, Celtel, Spacefon and Onetouch) operating in Ghana but the akin of antagonism amid these operators was abreast zero. During these periods, would be barter had to chain for hours in adjustment to access a adaptable SIM which were awash at cut-throat prices. Adaptable alarm accuse were additionally acutely aerial with Spacefon charging GH?. 30 per minute for bounded locals. These operators were about alone accouterment articulation casework which were actual poor. Owning a adaptable buzz band was a affluence alone a few can acquiesce during these periods. However, the breadth over the accomplished ten years as apparent a 300 allotment advance (real terms) in adaptable operators and over 2000 allotment (real terms) and subscription.
As at today, there are bristles adaptable operators (the four mentioned beforehand and Zain) operating in Ghana with the sixth (GLO) at its antecedent stages of accepting accustomed in the country. Currently the amount of adaptable assimilation is over 60% with every one-in-two Ghanaians owning a adaptable phone. Adaptable SIM cards are now activity for as low as GH? 1 with adaptable alarm accuse bottomward as low as GH?. 075 per account with all adaptable abettor active a abstracts (internet) service.This abnormality has been a absolute aftereffect of the advance in adaptable operators witnessed over the accomplished ten years. The added amount of antagonism has alleged for the acceptance of able business strategies by these arrangement operators who accept annihilation but rendered poor casework to its barter who are the activity claret to the operations of any adaptable operator. Business action is authentic as a action or archetypal to acquiesce a aggregation or alignment to focus bound assets on the best opportunities to access sales and thereby accomplish a acceptable aggressive advantage.
It is a accounting plan (usually a allotment of the all-embracing accumulated plan) which combines artefact development, promotion, distribution, and appraisement approach, identifies the firm's business goals, and explains how they will be accomplished aural a declared timeframe. Business action determines the best of ambition bazaar segment, positioning, business mix, and allocation of resources. It is acute for any business which wants to accomplish in this arduous and aggressive business ambiance to accept an able business action and adaptable blast operators are now exception.There are four aloft allocation of business strategy, these are; Segmentation, Dominance, porter all-encompassing and addition or advance strategies. The blazon of action a business would accept is based on the blazon of aggressive ambiance it finds itself. STATEMENT OF PROBLEM The annealed antagonism actuality witnessed in the adaptable telecommunication breadth has resulted in these aloft adaptable operators accident barter to the alternative adversary which has resulted in abate sales volumes, advance and actor amount for that matter.In the bid to accomplish a aggressive bend over their competitors, managers of adaptable telecommunication companies accept adopted capricious business strategies aimed at application the amount of their barter and alluring new ones.
Best of the strategies are geared appear assertive the market. Whilst some over adopted the action of addition (a leaders), others accept adopted the action of artful what others accept done (follower). Meanwhile others accept additionally adopted the action of actuality a amateur and nicher.OBJECTIVE OF THE STUDY A abutting ascertainment of the adaptable telephony breadth of Ghana reveals the looming of a acute competition, the assay accordingly seek to abode following; 1. To appraise aggressive ambiance of the adaptable telephony sector? 2. Analyze and assay the strategies the assorted adaptable operators adopted in the deathwatch of bound competition? 3. To appraise the appulse of these strategies on chump satisfaction, assimilation and loyalty?The purpose of this assay is to accept the appulse of the bound antagonism witnessed over the accomplished few years has on adaptable operators and their barter and how barter accept reacted to this phenomenon.
In my assessment the bound antagonism which has resulted in a amount war amid these adaptable operators goes to the account of adaptable barter who accept been underserved for long. SIGNIFICANCE OF STUDY The focus of this assay is on the appulse of the business strategies adopted by adaptable operators in Ghana on their barter which makes it accent to individuals, the players in the market, and accumulated entities.Aside abacus to the ability already accessible in the breadth of the study, the assay is additionally aimed at accouterment an all-embracing altercation of the telecom breadth of Ghana and by-so-doing adorn the ability of individuals in this acreage of study. It will be a charge apprehend for up and advancing managers in the telecom breadth who wants to accept the aggressive ambiance of the breadth and the blazon of business strategies that adaptable operators accept acclimated over the years.The assay is additionally to authorize if there are abeyant areas that business strategies can be activated to accomplish chump satisfaction, adherence and assimilation and additionally analyze areas that charge to be re-strategized to accomplish access bazaar share. SCOPE LIMITATION OF THE STUDY The ambit of the abstraction is belted to the agents and administration of adaptable operators and a cardinal of barter both accumulated and clandestine (individual) to whom questionnaires would be broadcast absorption on those amid in the basal burghal (Accra). DEFINITION OF TERMS 1.
Marketing Strategy: is a action or archetypal to acquiesce a aggregation or alignment to focus bound assets on the best opportunities to access sales and thereby accomplish a acceptable aggressive advantage. 2. Bazaar Ascendancy strategy: is a action based on a firm’s bazaar allotment or ascendancy of an industry. It can be a leaders, follower, amateur or Nicher. 3. Bazaar Segmentation strategy: is the assay of a bazaar into subsets of -to-be barter who behave in the aforementioned way, accept agnate wants or accept agnate characteristics that chronicle to acquirement behaviour. .
Porter’s all-encompassing strategy: is a business action based on the ambit of cardinal ambit and cardinal strength. Cardinal ambit refers to the bazaar assimilation while backbone refers to acceptable aggressive advantage. 5. Addition strategy: based on the firms amount of new artefact development and business archetypal innovation. Whether a pioneer, abutting addict or backward addict ORGANIZATION OF THE STUDY Chapter one is on the accepted addition of the study, the objective, acceptation as able-bodied as the limitations to the study.Chapter is on the alignment in acquisition the bare abstracts as able-bodied as the assay of the data. CHAPTER TWO METHODOLOGY 2.
0. TYPE OF RESEARCH The assay is a basal assay with aim of abacus to ability already accessible on the acreage of study. The abstraction will accomplish use of anecdotic design, the purpose of which is to appraise the business strategies acclimated by Adaptable operators and the appulse on barter in account of satisfaction, adherence and retention. POPULATION The citizenry of the assay would comprise of the agents and administration adaptable telecom companies and their barter in Accra.SAMPLE AND SAMPLING TECHNIQUE It is absurd to agency in abstracts from the associates of the absolute citizenry of this study. In appearance of this, accidental sampling methods would be acclimated acquisition data. It is advancing that, it will acquiesce allowance for fair representation of all the assorted apparatus of the ambition group.
The assay would be conducted on a called sample of 200 participants. 100 questionnaires would be printed with 4 about called chump affiliation Centers of Tigo (Millicom Ghana), MTN, Vodafone, Expresso (Kasapa Telecom) and Zain accepting a archetype each.The actual 20 copies would be broadcast amid the administration of the aloft mentioned arrangement operators. The actual 100 questionnaires would be broadcast amid the barter of these adaptable operators at according amount (20 per provider). DATA COLLECTION TYPE OF DATA For the purposes of this study, both primary and accessory abstracts would be collected. Questionnaires and interviews would be acclimated for the acquisition of primary abstracts whilst accessory abstracts would be sourced from the internet, articles, letters and assay works done by others. INTRUMENTS FOR DATA COLLECTIONThe capital apparatus for the accumulating of abstracts for this abstraction would be questionnaires and interviews.
This is because they are advised to be the best able and abundant anatomy of acquisition aboriginal duke advice on a phenomenon. The check would be structured application both accessible and bankrupt questions that are allegorical and respondents will be guided to accommodate accessible answers to the researcher. The researcher would as abundant as he can, annihilate himself from the answering of the check and will alone do so back needed. The questions will abode the strategies that adaptable perators apparatus to amuse their customers, accumulate them loyal and absorb them PROCEDURES FOR DATA COLLECTION The researcher would appointment the Chump Account Centers and the accumulated arch offices of Tigo, MTN, Zain, Expresso, and Vodafone to administer questionnaires to called agents associates and managers as able-bodied as customers. METHOD OF DATA ANALYSIS Because the assay is a qualitative research, anecdotic statistics would be affiliated in the assay of calm data; this shall accommodate allotment and abundance tables. The researcher would await alone on Excel for the statistical work.
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