Assessing the operational performance of Vodafone Ghana Company Limited in the Ghanaian Telecommunication Industry

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The telecommunication industry over the last decades have proven not only as an emerging economic sector but a rapidly growing sector with an immense chain of impacts towards the revolution of the social and economic structures of Ghana. This has brought in its wake the introduction of several telecommunication companies competing for the available markets in the local economy. Such competitions have equally presented myriad of challenges which have affected the corporate performance of the various telecommunication industries. This study therefore sought to assess the operational performance of Vodafone with respect to the regulatory frameworks, the extent of service coverage and market share, the resource base and technical capacity, customers’ assessment of products and services, operational challenges and administrative response to such challenges. In doing this, a case study of Vodafone’s branches in Accra and Kumasi was used in capturing all the major players of Vodafone Company including the management staff, customers and the vendors/retailers of sim cards and recharge vouchers. The study used the purposive and accidental sampling in the conduct of the study. Findings from the study revealed that, Vodafone’s offices in both Accra and Kumasi are equipped with adequate human and logistical resources in handling the operations of the company. Again, Vodafone’s share of mobile phone users in Accra and Kumasi for the 2009 to 2010 period increased by 29.6 percent and 34.7 percent respectively. Network coverage has improved by the increase in the number of cell sites from 180 in 1996 to 600 cell sites as at 2010 for Accra whilst that of Kumasi has also increased from 50 cell sites to 230 currently. Vodafone’s products sale in Accra and Kumasi has been increasing at a decreasing average rate of 7.6 percent.
A Thesis submitted to the of Institute of Distance Learning,Kwame Nkrumah University of Science and Technology in Partial fulfillment of the requirements for the degree of Commonwealth Executive Masters of Business Administration,