Competitive Strategies and Market Dynamics in Telecommunications: A Case Study of Movitel in Nampula Province, Mozambique.
Keywords:
Telecommunications, Movitel, Nampula, Competition, InnovationAbstract
This article explores Movitel’s competitive strategies in Nampula Province, Mozambique, examining its rivalry with Vodacom and Tmcel in a rural-urban setting. A mixed-method approach was used, including interviews with seven Movitel managers and four experts, a focus group with ten consumers, and a pilot survey with 50 users, alongside INCM data. Findings reveal Movitel’s dominance in rural areas, achieving 18% customer growth over three years and 72% satisfaction, outpacing Vodacom (12%) and Tmcel (8%) through coverage expansion and affordability. In Nampula city, growth was 3%, with 58% satisfaction, due to limited innovation against competitors’ 4G offerings. Porter’s (1980) framework is confirmed, showing cost leadership succeeds rurally but requires urban differentiation. Average revenue per user (150 MZN rural, 200 MZN urban) highlights profitability challenges. Recommendations include urban innovation (e.g., 4G) and rural value-added services (e.g., SMS). The study advances strategic management in emerging markets, suggesting further marketing research.
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