Published Paper Details:

This study investigates the marketing strategies employed by Africell SL Limited, a leading telecommunication company operating in Sierra Leone, and its impact on organizational performance. The study is particularly relevant for Sierra Leone, a Least Developed Nation that is still recovering from a civil war that left the country economically, socially, and institutionally dilapidated. The research methodology adopted for the study is a qualitative case study approach, which involved conducting in-depth interviews with key senior marketing and managerial staff from Africell, as well as secondary data analysis. The study found that Africell's marketing strategies are centered on providing affordable and accessible communication services to its target market, leveraging its network coverage, and adopting innovative marketing techniques. The study further shows that the deployment of these marketing strategies has contributed to the company's increased market share and brand visibility, resulting in improved organizational performance. The study concludes by providing insights and recommendations for telecommunication companies operating in Sierra Leone and other emerging markets on how to develop effective marketing strategies for sustained business growth and profitability