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The transition of the Russian telecommunications market to maturity stage brings up to date the necessity to employ a competitive strategy. Telecommunications companies provide a wide range of services in various regional markets. In this regard, they segment the market according to the types of communication services, regions and type of consumers. An analysis of telecommunications companies strategies was carried out at various phases of the market development. The following corporate strategies are found out: leadership retention, acquisition competitors' market share, market niche strategy. At the same time, the number of basic business strategies includes minimization of costs, differentiation, and focusing. In a down economy, differentiation strategy showed good sustainability. The “cost leadership” strategy of Tele2, although allowed to increase revenues, had a negative impact on the company's profitability. Within the framework of the general development strategies of the telecommunications industry, functional strategies are also formed. Among the basic functional strategies are: innovative, investment and financial. |
