The Assessment of Marketing Strategies on Company Performance in Tanzania’s Telecommunications Corporation (TTCL)

Abstract

The study assessed the marketing strategies in Tanzania Telecommunication Corporation (TTCL). The study was guided to identify marketing strategies used by TTCL, to determine strong marketing strategies that should be used by TTCL as well as to identifying challenges encountered by TTCL in the implementation of the marketing strategies. The study employed mixed research approach where case study design was employed. Questionnaires were used as data collection tools where thematic and Statistical Package For The Social Sciences (SPSS) were used as data analysis techniques. The study revealed that respondents had different perspectives on the marketing strategies employed by TTCL. While a significant portion agreed or strongly agreed with certain strategies such as competitor-oriented pricing and branding, there were differing opinions on customer/demand-oriented pricing, cost-oriented pricing, and diversification. The study findings also highlight the need for responsible advertising practices, careful consideration of pricing strategies, and designing bonus structures aligned with organizational objectives. These results highlight the importance of transparency and ethical practices in direct marketing to maintain consumer trust. In conclusion, the study emphasizes the complexity and importance of developing strong marketing strategies. It highlights the necessity of considering various factors, engaging in responsible practices, and adapting strategies to meet the needs and expectations of customers. The study recommends that, there is a need for TTCL conduct market research; continuously gather data and insights on customer preferences, competitive landscape, and industry trends to inform marketing strategies effectively.