An Assessment of the Marketing Strategy for Mobile Services of Ethiopian Telecommunication Corporation

Abstract

The study was designed to assess the marketing strategy of Ethiopian Telecommunication Corporation (ETC) in the light of an integrated framework. Structured questionnaires along with interviews were used for the purpose of data collection. The selection of the respondents was carried out by using the techniques of purposive (for mobile customers) and stratified random sampling (for employees and managers). Cross-tabulations along with descriptive statistics were employed to generate the findings inline with the research objectives. It has been found that ETC maintains a corporate strategy and policy but does not formulate any strategy for marketing. Duplication of efforts had been observed among various marketing and customer service units. Additionally, the absence of internal marketing is reported within the corporation. However, the area for the study is limited to Addis Ababa, and the eight ETC regional units and their corresponding customers.

KEYWORDS:

• ETC
• Ethiopia
• marketing mix
• marketing strategy
• mobile service

Notes

Note. QOS = quality of service; SOO = services on offer; ASS = after sales support; SC = service charges.

Note. ETC = Ethiopian Telecommunication Corporation; FDE = front desk employees.

Note. ETC = Ethiopian Telecommunication Corporation.

Source: ETC Planning Services.