A Comparative Study on the Launching of New Goods on the Market: The case of Airtel and Vodacom

This study is an investigation on a comparative study of the strategies used in the launching of new goods on the market by two telecommunication companies, namely Airtel and Vodacom. It is both a descriptive and qualitative research. The study is mainly aimed at describing and explaining the strategies which are implemented by these two telecommunication companies in the Democratic Republic of the Congo (DRC) in launching new goods on the sales market. The results show that Vodacom uses the skimming strategy when launching a new product. The strategy consists in launching the product at a high price and a weak promotion, but Airtel uses a massive penetration strategy which consists in launching new goods on the sales market at a low price with a strong promotion.

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Mémoire présenté et défendu en vue de l’obtention du grade de licencié en Langues et Affaires de l'université de lubumbashi
Directeur : MAMBO KALUMES Stéphane, Professeur Associé