Browsing by Author "Mbura, Omari K."

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    Digital platforms and effectiveness of marketing communication in the telecom industry in tanzania: Evidence from Vodacom company
    (University of Dar es Salaam Business School, 2019) Mbura, Omari K.; Kessy, Severine S.
    Internet marketing uses a powerful tool called social media, which provides new opportunities for users to engage in social networking through the Internet. This paper examines the role of digital platforms on the effectiveness of marketing communication in Telecommunication Industry in Tanzania. It specifically ascertains the extent to which peoples’ awareness; attitude and skills towards digital platforms influence the effectiveness of marketing communication. The study was conducted in the Tanzania largest city of Dar es Salaam using Vodacom as a study ground. Self-administered questionnaires were distributed to 390 respondents and response rate was (365)93.6%). Data were quantitatively analyzed using multiple regression analysis. The findings of the study revealed that, all the three independent variables were found to have positive influence on the effectiveness of marketing communication with coefficient of less than 1 %. Nevertheless, only two variables namely the users’ attitude and skills were strong predictors of effectiveness of marketing communication. The level of customers’ awareness on digital platforms had positive but insignificant influence on the effectiveness of marketing communication. From these findings it is recommended that, the organization’s management has to take the best side in capitalizing on peoples’ skills and attitude, as failure to do so may lead to failure in realizing the desired outcome of marketing efforts hence incur irrecoverable monetary cost to the organization.
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    ENTREPRENEURSHIP DEVELOPMENT AND MANAGEMENT IN TANZANIA: THEORETICAL AND PRACTICAL REFLECTIONS
    (NBAA, 2013-05) Mbura, Omari K.
    Purpose of the book The book discusses the key issues related to entrepreneurship development and management. The ultimate intention is to develop the entrepreneurial mindset to the Tanzanian community; hence the particular focus to the Tanzanian context has been given its due attention. The second objective is to provide reading materials to students wishing to pursue a carrier in the entrepreneurship discipline as a whole or in part. Immediate users of this book are primarily students of higher learning institutions, The NBAA students and students of other professional bodies as well as academicians. The book is also useful for those who want to develop a career in Entrepreneurship. The users will be exposed to such issues as nature and theoretical aspects of entrepreneurship, entrepreneurial planning, creating a new venture, managing growth, contemporary issues and networking all these being instrumental to entrepreneurial success. The entrepreneurs’ face challenges not only at the initial stages of the venture development but also at growth stages. It is the purpose of this book to expose users to the knowledge and skills necessary in handling such challenges. The methodology basically involved going through wide literature on entrepreneurship and the related fields. Personal experience of the author has been widely used. Various cases from various books, journals and papers have been consulted and molded to suitably link to our Tanzanian environment. Past paper questions from the previous examinations of the NBAA and other institutions of higher learning have been molded to suit the content of the book
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    marketing Customer Services and Business Ethics
    (TIOB, 2004-07) Mbura, Omari K.
    The Concept of the Workbook This workbook is targeted at students preparing for the Certificate in banking examinations offered by the Tanzania Institute of Bankers (TIOB). TIOB is entrusted as a regulatory and disciplinary body for the banking professionals and conduct all bankers’ professional researches and examinations. The workbook is therefore designed in line with the requirements of the TIOB syllabus. Nevertheless, this workbook is also useful to others particularly interested in the areas of marketing, customer services and business ethics. It is organized around nine major chapters reflecting the broad areas of marketing, customer services and care, competitive environment and business ethics. The detailed units cover: • Introduction to marketing • The Marketing mix concept • The Marketing mix decisions • Behaviour of customers • Market segmentation for banking services and customers • Customers’ services • Interpersonal skills and customer care • Competitive environment • Business ethics Within each chapter there are learning objectives and outcomes. Students with the help of learning activities and questions provided at the end of each chapter should be able to carry individual evaluation whether the objectives were attained. Some questions are provided with suggested answers at the end of the book to enable students to carry out self-testing. There are also prototype and/or specimen examination questions, which would allow student to make self-assessment regarding how well they would have attempted such questions in an examination situation. It is advisable that students should do the exercises after each chapter and check for correctness only after performing the entire exercise. About the examination In as far as the examination is concerned; there are three parts in the whole paper. These parts make up 8 questions from which candidates are to attempt five. The first part is the marketing. This part covers 60% of the entire examination. In this workbook marketing part is defined as encompassing Introduction to marketing, marketing mix, market segmentation, behaviour of customers, customer care and selling process. Normally four questions are asked and candidates are asked to attempt three. The second part is the competitive environment components that cover 20% of the entire examination. In this workbook, types of competition and determinants of competition are discussed. Two questions are asked and the student has to attempt one. In the business ethics component, two questions are asked and the candidate is to attempt one question. It also covers 20% of the entire examination. Finally, it is suggested that answers provided in the appendices I and II are only guidance and students should avoid memorizing them. Instead they should study and try to understand them in the context of the subject. Thus students should devote most time in understanding the subject matter and try to link with the way these questions have been answered. Moreover, students may use own words in answering the examination questions. Learning Objectives Overall objective of the course include: ●To enable learners understand and describe the importance of marketing in general and the financial services industry in particular. ●To enable learners identify the needs and wants of customer and match against a suitable service. ●To enable learners identify and describe the best ways to price, promote and distribute products and banking services. ●To build learners awareness of the nature of changing financial services market and need for newer needed services. ●To examine the effectiveness of communication between the banker and customer. • To enable learners to realize the need to accommodate competitive move in the development of bank strategies.es. Analyzing organization’s competitors helps an organization to discover its weaknesses, to identify opportunities for and threats to the organization from the industrial environment ●To enable learners raise confidence, trust and morality in private and public conduct guided by professional ethics. ●To increase awareness on the ethical requirements as antecedents to work and stay successfully in a bank.  
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    Networks and the Acquisition of Marketing Information Resources For Small-Sized Enterprises (SSES) in Tanzania – A Theoretical Discussion
    (The African Journal of Finance and Manamgement, 2012-03) Mbura, Omari K.; Mbura, Omari K.
    This theoretical discussion paper advocates that networking is essential for small-sized enterprises (SSEs) to gather marketing information (MI) about their changing environment. Entrepreneurs that want to adjust their offerings to their customers’ current and future needs should put emphasis on gathering marketing information. The most cost-efficient way is through entrepreneur’s social and inter-firm networks. Networking contributes to the growth of SSEs, and this is very important for a country like Tanzania. By employing an increased number of the Tanzanian population, the small business sector is contributing to fighting poverty. This paper proposes that the density of networks, and strength of ties for both social and inter firm networks and the size of networks may influence accessibility of market information differently. Finally it is proposed that there is a significant difference between Inter-firm and Social Networks in terms of marketing information accessibility. These are reflected through the proposed conceptual framework which is the main output of this paper. The paper advocates the need for further empirical studies in the African and Tanzania context in particular.
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    Nexus Between NGO’s Support and Women Entrepreneurs’ Socio-Economic Welfare in Tanzania: A Case of Care International
    (Tanzania Journal of Development Studies, 2020-06-28) Mbura, Omari K.
    Abstract This paper assesses the role of support from non-governmental organisations (NGOs) in enhancing the socio-economic welfare of women entrepreneurs in Tanzania using CARE International – Tanzania as a study platform. Based on a study that was conducted on Dar es Salaam women entrepreneurs who have been supported by Care International at Bunju ward in Kinondoni district, the paper examines the extent to which entrepreneurship training, financial support and business networking influence the socio-economic welfare of women entrepreneurs. Data were collected from 74 randomly selected respondents using both quantitative and qualitative methods. Frequencies, Percentage, Mean and Standard deviations were descriptively computed for quantitative analysis whereas in-depth-interview quotes from key informants were used for qualitative data. The paper established that training and business network constructs had significant contribution on the socio-economic welfare of the women entrepreneurs. Nevertheless, the availability of meagre financial support from the NGOs was found to undermine entrepreneurial activities of women entrepreneurs and, thus, its influence was found to be weak. This paper recommends that specific training programmes, especially on areas of managerial, production and marketing skills are important for the improvement of socio-economic welfare. Moreover, much more strong networks need to be developed and nurtured for the betterment of socio economic welfare of women entrepreneurs in Tanzania
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    Social media marketing platforms use and effectiveness of marketing communication in the Tanzania’s telecommunication industry: evidence from Vodacom Company
    (University of Dar es Salaam Library Journal, 2020-12) Mbura, Omari K.
    This article is informed by the planned behaviour and hierarchy of effect theories to examine the influence of five traditional promotion strategies on the performance of commercial banks in Tanzania, taking evidence from one of the leading commercial banks in the country - CRDB Plc. This quantitative based study used a self-administered questionnaire to collect data from randomly selected 208 sampled employees. With the support of the Statistical Package for Social Sciences (SPSS) software, a hypothesised model that included promotion strategies as predictors of commercial banks’ performance was evaluated using a multiple linear regression model. The results supported the hypothesised model, indicating that all the promotion strategies had positive; and only four (excluding publicity) had important influence on the performance of commercial banks. From the findings, the study recommends that commercial banks need to innovatively prioritise adoption of the complementary use of the four significant promotion strategies of sales promotion, advertising, personal selling, and direct marketing to manage the performance of commercial banks. Nevertheless, publicity should not be entirely ignored as it also has some positive effect.
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    Success and Usefulness of Business Development Services in Tanzania’s SMEs Market
    (UDBS, 2015) Mbura, Omari K.; Bambaganya, Merezia W.
    The study examined the success and usefulness of successful provision of useful Business Development Services (BDS) in Tanzania’s SME market. Specifically, the study examined the extent to which the demand side and supply side factors as well as government support influence the successful provision of BDS. A survey methodology was deployed in the conduct of this study. Using random sampling, 100 respondents were selected to take part in a questionnaire survey: 50 questionnaires were administered with Business Development Services Providers (BDSPs) and 50 questionnaires with Small and Medium Enterprises (SMEs). The selected enumeration areas (EAs) were all based in Dar es Salaam City’s municipalities of Temeke, Kinondoni and Ilala. A response rate of 85 percent was obtained for the 100 self-administered questionnaires distributed, 48 percent for BDSPs and 37 percent for SMEs. The collected data were organised and summarised using the Statistical Package for Social Sciences (SPSS) which facilitated the computations of frequencies and percentages as well as actual analysis based on the research questions. The summarised data were then analysed through hypothesis testing using the t-test. The results show that the demand-driven factors, the supply side factors and government assistance have a significant bearing on the success and usefulness of BDSPs in the Tanzania’s SME markets. On the basis of these findings, the study concludes that, successful and useful BDS in the Tanzania market require a good combination all the three positions. Therefore, it is recommended that BDSPs must provide services in are great demand by the SMEs, that is, taking cognisance of demand-driven factors, and must be creative and innovative enough to bring about the desired changes and provide solutions that will steer growth and development of the SME sector (that is on the supply side). Finally, the government should play its role to facilitate business formalisation and access to finance in addition to ensuring that the regulatory framework was fully functional and responsive to the needs of the SMEs.