Marketing Strategies And Organization Success; A Case Study Of Uganda Telecommunication Company Kamp Alacentral Uganda.

TABLE OF CONTENT

Contents

DECLARATION ............................................................................................................................. i

APPROVAL ................................................................................................................................... ii

DEDICATION ............................................................................................................................... iii

ACKNOWLEDGEMENT ............................................................................................................. iv

LIST OF ACRONYMS ·················································································································· V

TABLE OF CONTENT ................................................................................................................. vi

LIST OF TABLES ......................................................................................................................... ix

ABSTRACT .................................................................................................................................... x

CHAPTER ONE ............................................................................................................................. 1

THE PROBLEM AND ITS SCOPE ............................................................................................... 1

1.1 Background of the Study .......................................................................................................... 1

1.2 Problem Statement .................................................................................................................... 4

1.3 The purpose of the Study .......................................................................................................... 4

1.4 Research Objectives .................................................................................................................. 5

1.4.1 General objective ................................................................................................................... 5

1.4.2 Specific Objectives ................................................................................................................ 5

1.5 Research Questions ................................................................................................................... 5

1.6 Scope of the study ..................................................................................................................... 5

1. 7 Significance of the Study .......................................................................................................... 6

1.8. Conceptual Framework ......................................................................................................... 7

CHAPTER TWO ............................................................................................................................ 8

REVIEW OF RELATED LITERATURE ...................................................................................... 8

Concepts, Opinions, Ideas from Authors/Experts ........................................................................... 8

2.0 Introduction ............................................................................................................................... 8

2.1 Types of marketing strategies················:················································································ 10

2.1 Developing a marketing strategy ............................................................................................ 13

2.3 Strategic 1nodels ...................................................................................................................... 14

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2.4 Functions of marketing strategy ......... ... ............................................................. .... .. ............... 15

2.6 Barriers to the Implementation of Marketing Strategy ........................................................... 22

CHAPTER THREE .. .................................................................................................................... 26

METHODOLOGY .... ... ....... ....... ........ ... .. ...... ............ .. ................................... .... ... ..... ... ... ... ... ... ... 26

3 .1 Research Design .................................................................. ........ .. .......................................... 26

3 .2 Research Population ......... ... .. ......... .... ................... ... .... .......... .................... ................ ............. 26

3.3 Sample Size ............................................................................................................................. 26

3.4 Sampling Procedure ............ ...... ............................... ........ ...... .... ............................................. 27

3.5 Research Instrument. ............................................................................................................... 27

3.6 Validity and Reliability of the Instruments ............................... .... .. .................................. .... .. 28

3. 7 Data Gathering Procedures .......................... .......................... .... ....... ............ ........... ............... 28

3.8 Data Analysis ..... ....... .......... ........... ................................................................................. ..... ... 29

3.9 Ethical Considerations ............................. ... ..... ................. ............ .. ........ ................................ 29

3.10 ~imitations of the Study ..... ................................... ... ......................... .. ........... ... .................... 29

CHAPTER FOUR ......................................................................................................................... 31

DATA PRESENTATION, INTERPRETATIONS AND ANALYSIS ... ..... .... ............................ 31

4.0 Introduction ........................................................................................................................ 31

4.1 Profile of respondents ............................................................................................................. 31

4.2 The level of marketing strategies in Uganda Telecom Limited .............................................. 32

4.3 The level of Organization Success in Uganda Telecom limited ............................................. 34

4.4 The Significant relationship between marketing strategies and Organization success in

Uganda Telecom Limited ................ ......... .......... ... ..... ............ .............. ........................................ 35

CHAPTER FIVE .................... .. ... ....... ......... .. ............................................................................... 3 7

DISCUSSION, CONCLUSIONS AND RECOMMENDATIONS ........... ....... ................ ........ .... 37

5.0 Introduction ........................................................................................................................ 37

5 .1 Discussion .......................................................................................................................... 3 7

5.2 Conclusion .................... ........ ............. .... .............................................................. .............. 39

5.3 Recommendations ... .... .............. .. .. .............. ... ..... ....................... .... ........... .............................. 40

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5.4 Area of further study ............................................................................................................... 41

REFERENCES ............................................................................................................................. 42

APPENDIX I ................................................................................................................................ 47

TRANSMITTAL LETTER FOR THE RESPONDENTS ............................................................ 47

APPENDIX II ............................................................................................................................... 48

INFORMED CONSENT .............................................................................................................. 48

APPENDIX III .............................................................................................................................. 49

RESEARCH INSTRUMENTS ..................................................................................................... 49

APPENDIX IV .............................................................................................................................. 55

COMPUTATION OF SAMPLE SIZE ......................................................................................... 55

APPENDIX V ............................................................................................................................... 56

RESEARCHERS CV .................................................................................................................... 56