MARKETING STRATEGIES AND COMPETITIVE ADVANTAGE AMONG SELECTED TELECOMMUNICATION FIRMS IN NORTH RIFT REGION, KENYA

Abstract

This study examined the influence of marketing strategies on the competitive advantage of telecommunication firms in Kenya's North Rift Region. Guided by theories such as the Resource-Based View and Disruptive Innovations Theory, the research focused on four key marketing strategies: brand differentiation, target marketing, product/service innovation, and pricing structures. Using an explanatory design, data was collected from 385 senior marketing staff selected from a population of 10,526 through stratified and simple random sampling. Structured questionnaires and document analysis were utilized, and the data was analyzed using descriptive and inferential statistics, including regression analysis. Findings revealed significant positive relationships between brand differentiation and competitive advantage (r=0.580), target marketing and competitive advantage (r=0.618), product/service innovation (r=0.413), and pricing structures (r=0.579), all statistically significant at p≤0.05. The study concluded that the integration of these marketing strategies significantly enhances competitive advantage by improving market position, customer satisfaction, and organizational sustainability. It recommends that telecommunication firms in the region prioritize and align these strategies to remain competitive in a rapidly evolving market.