Adopting Competitive Strategies in the Telecommunications Industry

Abstract

The landscape of the Ghanaian Telecommunication industry has seen dramatic changes in the last two decades. During these period new companies both local and foreign emerged some as start-ups others through mergers or acquisitions. The liberalized economic environment lead to the influx of operators hence the need to assess their performance and the effectiveness of competitive strategies adopted.  This paper will evaluate the strategies adopted by mobile telecommunication operators to gain competitive advantage in the industry with particular reference to the Ghanaian market. Our study revealed that to have a competitive advantage and improve on performance a sustain investments in the area of infrastructure, human capital, technology, sales and marketing activities and essential resources were critical.

Keywords: Telecommunications industry, Customer targets, Strategic management, competitive advantage