Name: Professor: Course: Date: Market Research EXECUTIVE SUMMARY The Safaricom Limited is a Kenyan based company which operates within the docket of telecommunication and technology sector, to provide mobile phone services. Since its establishment in 1997, the company has continued to provide products and services ranging from telephony, third generation (3G), general packet radio services (GPRS), enhanced data GSM environment (EDGE), data and fax…
Additional products and services include Safaricom Mail and Safaricom shops. In March 2007, Safaricom Company, in collaboration with Vodafone Group Services Limited, via Vodafone Marketing S.A.R.L., launched the M-PESA services (Mobile Money Transfer Services). Based on its advancements in terms of growth and service provision, the Company has signed agreements with other companies i.e., Vodafone International Holdings B.V. it is worth noting that one of its major achievements was realized in 2009 (two years after its establishment), when it realized a100 percent interest in Packet stream Data Networks (http://www.safaricom.co.ke/about-us/about-safaricom/our-history-heritage). WHAT: Safaricom begun as a department of the Kenya Posts and Telecommunications Corporation based on an analogue ETACS networks and later upgraded to GSM in 1996. On 3 April 1997, Safaricom Limited was integrated as prescribed in the Companies Act under the category of private limited liability company, and altered into a public company on 16 May 2002, with limited liability. WHO: Safaricom Company is faced with a stiff competition for Airtel, Essar-yu, and Orange companied. Although they apply different strategies, their targeted market is one. WHY: Following its good reception by the market and effective management, Safaricom Company has come up with a range of services and products such as financial aid initiatives, charity foundation, communication support, customer care services, advisory services, flashback services, ‘kipokezi’ services, mobile internet connectivity, e.t.c. KEY WORDS Safaricom limited (Current name of the company since the year 2002) Safaricom Kenya (Fundamental name of the company) Safaricom Foundation (Its branch that is tasked by major charitable activities to the communities) ‘M-Pesa’ (Safaricom being the sole provider of this service where subscribers can send and receive money via their mobile phones as long as they are within the proximity of the service coverage, i.e., East Africa). ‘M-Shwari’ (Safaricom being the sole provider of this service aimed at promoting local business operators i.e. SMEs). ‘Okoa Jahazi’ (Safaricom being the sole provider of this service. ‘Okoa jahazi’ is a Kiswahili term that means advance acquisition of airtime that is paid upon toping up the line). Bob Collymore (Safaricom CEO) Mobile application providers (these applications are mentioned in the executive summary covered above) Mobile Money Transfer Services provider (in addition to the ‘M-Pesa’ services covered above, pay bill services, and buy airtime/top up services are also provided). COMPANY ANALYSIS AND COMPETITIVE ANALYSIS Competition intensity within any industries is not an issue that is based on luck. Competition has its foundation on the underlying industries’ economics and proceeds well beyond any other established competitors within a defined market. Not all industries have equal potential while competing for market coverage. Companies differ basically in their definitive profit potentials as the collective strength of the forces of competition differs; the forces range from intense in industries like paper, tires and steel, where no firms earn spectacular returns, to relatively mild in industries where high returns are common. Initiating ...
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