The Role of Marketing Strategies in the Telecommunication Industry

The assertion that business is war is better emphasised in this comparative study of the two rival telecommunication companies in Malawi TNM and Airtel. Through their aggressive marketing strategies the two have been involved in a cat-mouse chase outsmarting each other in the process. TNM was the first to start its operations in Malawi in 1995. Airtel came four years later but within a few years it managed to overtake TNM in terms of market share and profit margins. TNM never gave up and the fight ranges on as it tries to regain its lost glory. The study examines different corporate and marketing strategies employed in the process.