The Impact of Promotional Strategies on Market share and Profitability of Telecommunication Industry (Case of Netone Cellular Pvt Ltd)

ABSTRACT

Promotional strategies are fundamental tools towards increase of organisational profits and

ultimately shareholders wealth. Therefore, this study aimed to assess the impact of

promotional strategies on market share and profitability in telecommunication industrial with

reference to Netone Cellular. The sample of the study included customers, employees and

management, during the period between 2013-2016.To achieve the purposes of the study, and

analyse the data extracted from the respondents, the researcher used descriptive method. The

study concluded that sales promotion activities induce customers to consume Netone

products on the market thus increasing consumption rate and the sales volume. However the

strategies should not be prolonged as costs will outweigh the benefits and negatively affect

the objective of aligning customer needs to shareholder values.

Subscribe to access this work and thousands more

Subscribe & Access