European Journal of Business and Strategic Management ISSN xxxx-xxxx (Paper) ISSN 2518-265X (Online) Vol.2, Issue No.4, pp 16- 32, 2017 www.iprjb.org THE EFFECTS OF BUSINESS STRATEGIES ON GROWTH OF MARKET SHARE IN THE TELECOMMUNICATIONS INDUSTRY IN KENYA: A CASE STUDY OF TELKOM KENYA Andrew Ndambuki, Dr. Michael Bowen and Dr. James Karau 15 European Journal of Business and Strategic Management ISSN xxxx-xxxx (Paper) ISSN 2518-265X (Online) Vol.2, Issue No.4, pp 16- 32, 2017 www.iprjb.org THE EFFECTS OF BUSINESS STRATEGIES ON GROWTH OF MARKET SHARE IN THE TELECOMMUNICATIONS INDUSTRY IN KENYA: A CASE STUDY OF TELKOM KENYA 1* Andrew Ndambuki Post Graduate Student: School of Business and Economics Daystar University *Corresponding Author’s E-mail:
[email protected] 2 Dr. Michael Bowen Lecturer, School of Business and Economics Daystar University 3 Dr. James Karau Lecturer, School of Business and Economics Daystar University Abstract Purpose: To analyze the business strategies of Telkom Kenya Limited and how this has helped the company gain market share. Methodology: The study adopted a descriptive research design. Findings: The results from the study show that the effects of strategies to gain market share have been successful. Strategies such as culture change, retrenchment, product differentiation, product modification, and aggressive marketing campaigns have had a major impact on the market share of the company. Further results show that the strategies at Telkom Kenya positively affect the company profits. Unique contribution to theory, practice and policy: The findings of this study will benefit a number of interest groups.