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M.Tech / M.E / PhD Thesis | Management | Kenya | Volume 3 Issue 10, October 2014

The Role of Strategic Positioning On Products Performance in the Telecommunications Industry in Kenya

Mary Anyango Onguko | Dr. Mary Ragui

Abstract: Originally, strategic positioning was a marketing term that described how a company configured the 4 Ps of marketing (product features, price, place, and promotion) so that they appeal to a specific market segment or niche. The general objective of this study was to determine the role of strategic positioning on products performance in the telecommunications industry in Kenya. The study also sought to determine the effect of combining strategic resources, firm's marketing strategy, research and development and multiple products on products' performance in the telecommunication industry in Kenya. Descriptive research design was used. The target population of this study comprises of the 403 staff working in the headquarters of telecommunication companies in Kenya. This study used stratified random sampling method to select 30% of the respondents. Primary data was collected using semi-structured questionnaires. The quantitative data in this research was analyzed by descriptive statistics using Statistical Package for Social Sciences (SPSS version 21). Content analysis was used in processing of qualitative data. The study also used multivariate regression analysis to establish the relationship between the dependent variable and independent variables. The study found that combining strategic resources was influencing products performance in the telecommunication industry in Kenya most, followed by multiple products, research and development and firms' marketing strategy. This study established that combining of resources with other organizations help in the market penetration of a product and hence recommends that telecommunication companies should form more and more strategic alliances. The study also established that marketing strategies influence products performance in the telecommunication industry and hence recommends that telecommunication companies should intensify their marketing strategies and advertisements so as to improve their products performance. The study found that research and development influences products performance in telecommunication companies in Kenya and hence recommends that telecommunication companies should equip and develop their research facilities so as to produce products that meet their customers' needs. The study also revealed that multiple products influence products performance in telecommunication companies and hence recommends that telecommunications companies should increase their products range and lines so as to ensure that they cater for the needs of all their customers including all classes of people.

Keywords: Combining Strategic Resources, Research and Development, Firms Marketing Strategy, Multiple Products, Products Performance

Edition: Volume 3 Issue 10, October 2014,

Pages: 1309 - 1314

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