Rapid product and service development as the key factor to Competitive advantage in multinational companies in Uganda the case of Utl
Loading...
Date
2009-10
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Kampala International University, College of Education, Open and Distance Learning
Abstract
The purpose of this study was to establish the extent to which Uganda telecom Limited (UTL) has
adopted the rapid product development strategy to out compete the competition in the
Telecommunication industry. This was done by investigating the product development strategies
UTL utilised. Products and services are the most important elements of a marketing program
product strategy required an evaluation of the basic needs and conditions of use in the company's
existing and proposed markets, together with an evaluation and appraisal of the companies' basic
strengths and weaknesses. This research intends to solve the problems that arise as a result of
rapid product and service development and also to formulate a strategy that will be used to
attaining competitive advantage in multinationals companies using the case of (UTL) within
Uganda.
In this research a case study design was employed. The target population was made up of UTL
employees of all levels and a sample of 80 respondents was chosen using purposive techniques.
Data was collected using a self administered questioner composed of open ended and closed
ended items.
The findings revealed that UTL had adopted a number of Product Development Strategies (PDS)
for example the product i1movation and creation, product valuation and product differentiation.
The study further established that UTL products goes through three stages that is, low demand,
growth and maturity. The product development strategies were also found to be effective.
The study recommended that UTL continue enhancing and improving its products in line with
this strategies. Also the study recommended the need for market research in connection with the
tastes and performance in the market.
Description
A dissertation submitted to the School Of Economics And Applied Statistics in partial fulfillment of the requirements for the A ward Of Bachelor Of Arts In Economics Of Kampala International
Keywords
Rapid product, Service development, UTL, Uganda