Analysis of determinants of competitive advantage in the telecommunication sector in Uganda: A case study of Airtel Uganda

Abstract

The purpose of the study was to analyse the determinants of competitive advantage for Airtel Uganda. It undertook to explore the determinants of competitive advantage possessed by Airtel Uganda and design appropriate strategies for strengthening such competitive advantage. The study took a cross sectional descriptive research design with a quantitative approach. Primary data was collected using self-administered questionnaire method as a quantitative approach analyzed using SPSS (v.17) to generate descriptive statistics. Majority of the respondents revealed that introduction of new products, labeling of products, massive spread of information all over the country, offering timely services delivery like Mobile money, data bundle etc., offering supplementary services to link with other services providers like payment of utilities at reduced costs, merger and offering credit airtime whenever a customer run out of credit enhanced its competitive advantage. Strategies included the exportation of products to neighboring countries, lowering the cost of production, strengthening the network through availing masks, acquisition of latest modern technology, lobbing of funds for adequate financing, offensive move through meeting demands for small markets like that of the youth and strengthening the post-paid and pre-paid connection plan. Generally, Airtel Telecommunication Company should strengthen its signal in weak signal areas to minimize customers‟ complaints from network failure to remain competitive which induce the retention and maintenance of loyal customers strengthening its competitive advantage.