Strategic Marketing Activities in Vodacom Telecommunication Company in -Tanzania

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Topics: Marketing
1.0: INTRODUCTION
1.1: Overview of telecommunication industry in Tanzania
Before the liberalization of the telecommunication sector, the telephone communication service was the monopoly of the TTCL, a state-owned company under the Tanzania Posts and
Telecommunications Corporation (TPTC). The TTCL held a monopoly in the provision of communication and was also responsible for the regulation of the telecommunication sector. In the context of a wider economic liberalization policy in the country, the Communications Act of 1993 paved the way for the government's move to liberalize the communications sector. This led to the split of the TPTC into the Tanzania Posts Corporation (TPC), the Tanzania Telecommunications Company Limited (TTCL) and the Tanzania Communication Commission (TCC). The National Telecommunications Policy (NTP), launched in 1997, pushed for further reforms in the sector. Today, telecommunications is one of the most liberalized sectors of the economy in Tanzania. Due to convergence of information and communication technologies and respective services, regulation of Tanzania Communication Commission and the Tanzania Broadcasting Commission (TBC1) activities were subsumed under one agency, the Tanzania Communications Regulatory Authority (TCRA). The TCRA is an autonomous government agency established by the TCRA Act no. 12 of 2003 as an independent authority for the regulation and licensing of postal, broadcasting and electronic communications industries in the United Republic of Tanzania. The establishment of the TCRA marked a new era for the communications sector in Tanzania that has been characterized by growth in investments and operations including penetration.

The Telecommunications industry has contribution to the economic, technological, and socio-cultural developments of Tanzania. For example, according to the data given by The Ministry of Finance and Economic Affairs, the contribution of the communications industry to the GDP in 2007 was as



References: 1. Thomson, A. A. Gamble, J. E. And Strickland, J. E (2004).Winning the Market Place. New York: The Mc Graw-Hill Companies Inc. 2. Piercy, N. (1997). Market -Led Strategic Change. Great Britain. Harper-Collins Publishers Ltd 3. Peter, J. P & Olson, J.C.(2006)Consumer Behavior &Marketing Strategy. New Delhi. Tata McGraw-Hill Publishing Company Limited. 4. Phillip Kotler, Gary Armstrong, John Saunders, and Veronica Wong (1999) Principles of Marketing. Second European edition. Prentice Hall Inc.USA. 5. TCRA website www.trcra.go.tz 6. BuddeComm (October 2009)

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