Managing value chain to improve competitiveness in network service sector case study: American Tower Corporation (ATC Uganda)

Abstract

This study was on managing value chain to improve competitiveness in the network service sector using case study of American Tower Corporation. The study was guided by specific objectives of to establishing how the implementation of primary activities of value chain can improve competitiveness at ATC Uganda, establishing the factors of support activities of value chain that can improve competitiveness at ATC Uganda and establishing the factors of cost reduction that can improve competitiveness at ATC Uganda. Using a case study research design of ATC, information was collected from 58 respondents comprising of managers, supervisors, engineers, field operations and other technical staff members of ATC Uganda head offices in Kampala. Respondents were selected using simple random, purposive and systematic sampling techniques. Data was collected using questionnaires designed in open and closed ended format. The study used qualitative methods of data analysis, with the help of SPSS. The study found that out in the drive to improve its competitiveness, ATC still implements all aspects primary activities of value chain of inbound logistics, operations and outbound logistics although it’s sometime reluctant in the area of outbound logistics as it sometimes does not put security guards and light in all sites. The study further found out that ATC implements marketing and sales. The study also found out ATC conducts after sale service but sometimes does not seek customer feedback, and they take long time to do repairs of the sites, their servicing team is slow and it is reluctant on security of sites and fuel has been stolen. The study also found out that, ATC implements all aspects of support activities of value chain i.e procurement technological development, human resource management and proper management of all departments including being in good terms with the regulatory authorizes and the law. The study also found out that ATC implements factors of cost reduction institutional factors. The researcher therefore recommends that to improve on its competitive, ATC has to consistently implement the elements of value chain. Most importantly, it should not allow any gap in its service provision. It should seek customer feedback, immediately respond to customer complaints and should on timely restore broken services. ATC also needs to employ trust worthy workers who are competent, fast and working with diligence. ATC should also ensure that the procurement be done according to the regulations and with honesty. Products purchased should remain of good quality to avoid re-purchases and waste. The technology department should be made more active to receive communications from clients and to give response on time. Research on environmental issues that affects business should also be strengthened. Management should ensure continuous working relationship between departments and should ensure institutional discipline that lure clients to use their services.