Marketing and IT as a Means to Gain Competitive Advantage

ASSIGNMENT PAPER

MARKETING & INFORMATION TECHNOLOGY AS A
MEANS OF GAINING COMPETITVE ADVANTAGE.
BY
GEORGINA NYAMBURA
SUBMITTED TO ABE – UK
INPARTIAL FULFILLMENT OF THE REQUIREMENT
FOR THE AWARD OF POST GRADUATE DIPLOMA IN BUSINESS
MANAGEMENT.

STUDENTS REGISTRATION NO.: 405475

SIGNATURES: _______________

SUPERVISOR’S NAME: MR. APUKO GARD SIGNATURE: ________________

NAME OF CENTRE:

FTC LIMITED
P. O. BOX 22731
DAR ES SALAAM
TANZANIA.

TABLE OF CONTENT

CONTENT

PAGE NO.

PERSONAL STATEMENT

3

LIST OF ABBREVIATIONS

4

1. INTRODUCTION

5

1.1 Company Background

5

1.2 Marketing Strategies

6

1.3 IT Strategies

6

1.4 Opportunity

7

2. LITERATURE REVIEW

8

3. METHODOLOGY

9

4. OUTCOME OF THE RESEARCH

10

4.1 Findings from primary research

10

4.2 Findings from secondary research

11

5. DISCUSSIONS

13

6. RECOMMENDATION

16

7. CONCLUSION

17

8. LEARNING STATEMENT

18

9. BIBLIOGRAPHY

19

10. RESEARCH LOG

20

11. APPENDIX

23

1. Strategic management meting discussions
2. Graph - LPG volume sales increase
3. Table – Advantages & disadvantages of other cooking fuels in Tanzania

2

23
23
24

PERSONAL STATEMENT
I hereby state that the work is my original work and has not been published anywhere. ……………………….
Georgina Nyambura
29th March 2010

3

LIST OF ABBREVIATION IN ORDER OF APPEARANCE
1. IT
2. OGTL

- ORYX GAS TANZANIA LIMITED

3. LPG

- LIQUIFIED PETROLEUM GAS

4. CRM

-CUSTOMERRELATIONSHIP MANAGEMENT

5. EIR

- ELECTRONIC INFORMATION REPORT

6. SMS

4

- INFORMATION TECHNOLOGY

- SHORT MESSAGE SERVICES

MARKETING & INFORMATION TECHNOLOGY AS A MEANS OF GAINING
COMPETITVE ADVANTAGE.

1.

Introduction

As consumer patterns have changed, so has marketing services that trace the paths that consumers take. The Tanzanian market is undergoing a transformation that has seen firms which
are

Bibliography: Baker, Michael Journal, 2004 Esomar Global Marketing Research Report, 2005 (New York Harper & Row 1973) 19