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Zain Company: Marketing Strategy

Zain Company is the biggest telecommunication network in the company that has proved its success for nearly two decades of presence on the world arena. In the course of time, the network has managed to create the customer’s demand and keep a large market segment despite a vigorous competition perceived on the part of other successful telecommunication companies. The main success of business conduct lies in focusing their resources on the network advancement in the developing areas of Africa and Middle East, which considerably lag behind in telecommunication terms. Needless to say, Kuwait, where Zain is located, greatly benefits from this company’s operational success and progress, since it directly influences the social and economic health in the country through sponsorship and global recognition.

Owing to the fact that Zain Telecommunication operated within 25 countries of the world, it obtain high net profits that boosts the fixed capital and the customer’s demand (Zain, 2010). Now, when the company is famous all over the world, its recognition and brand name also contribute to its further development. In order to improve this image and to level up the existing profits, Zain establishes sponsorships with other companies at regional and international level. Sponsoring is seen as a favorable platform for customers’ relations. By providing their customers with high-class wireless communication, the company’s is striving to meet the expectations of both the employees and the shareholders.

Firm position on the market and high demand for goods generates the increase of the employment level in country where the starting point is the money investment. Zain establishes numerous partnerships attracting monetary operations leading to active funding and generating business development. Therefore, employment development emerges as a result of goods consumptions and income creation (Coates, 2000, p. 60). As a company is constantly developing, it needs more human resources. In this way, the company positively influences the welfare of the population and the economic health. The employment level is one of four indicators of a healthy economy. The other three ones include living standards, balance of pricing and payment (Coates, 2000, p. 58). In our case, sponsorship introduction fosters the creation of reliable customers’ demand and constantly growing income leading to the improvement of economic situation both in Kuwait and in other countries like Sudan. In cooperation with global equipment supplier Ericsson, Zain has managed to positively affect the communication network in Sudan thus facilitating its political and social welfare in separate regions like Juba and Darfur (Zain, 2010).

Further improvement of economic health and social welfare influences non-economic factors in the countries, which can be considered the signs of economic improvement (Adelman and Morris, p. 71). In particular, such economic operations as capital investments, consumption level, and customers’ demand can directly influence the state of education, social behavior, and healthcare in developing countries. With the advent of telecommunication to the developing countries, numerous economies have witnessed considerable changes of social behavior and social communication. Being supported by the world trend and economical opportunities, the population will be involved in a total reevaluation of their possibilities and rights leading to the rise of self-awareness and desire to transfer to another economic level (Budd, 2006, p. 4).

In conclusion, Zain’s marketing strategies directed at the improvement of economic and social welfare of their clients greatly contribute to health economics in the developing countries. In particular, the main course taken by the telecommunication network is introduction of sponsorships seeking to meet the customers’ needs and to surpass their expectations in terms of their services. In addition, these strategies can be considered as an alternative way of business investment that, according to the above concepts, leads to the increase of stability of employment and pricing and to the balance of payments. Finally, the company orientation on services improvement indicates the rise of standards of living, education and healthcare – main signs of economic high performance.

Reference List

Adelman, I., and Morris, C. T., 1973. Economic growth and social equity in developing countries. California: Stanford University Press.

Budd, C. H., 2006. “Signs of the Times” Associative Economics Monthly. pp. 3-4.

Coates, D., 2000. “The management of the UK economy” Understanding Business: Environment. pp. 55-70.

Zain Company., 2010. Corporate Sponsorship. Web.


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