Evaluating the marketing performance of mobile phone service sector companies in Algeria during the period (2003-2024): A comparative study (Mobilis, Djezzy, Ooredoo)
Keywords:
Marketing performance, performance evaluation, performance measurement indicators, mobile phone service sectorAbstract
This study aims to evaluate the marketing performance of mobile phone service companies in Algeria (Mobilis, Djezzy, Ooredoo) during the period from 2003 to 2024. This is achieved by presenting and analyzing a set of indicators (number of subscribers, turnover, market share) to clarify their contribution to rationalizing the company's decisions and developing its marketing performance. It also aims to reveal the strengths and weaknesses amidst the fierce competition among the three operators. The study's results show a remarkable superiority of Algérie Télécom's mobile subsidiary, Mobilis, in its marketing performance over its competitors. Among the key recommendations, the study suggests that Mobilis should continue its efforts to maintain its position. Djezzy should leverage its unique strengths to regain its market position, and Ooredoo should continue to innovate new services for its customers to increase its market share and improve its marketing performance in general.
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