DIGICEL
Digicel is one of Jamaica’s well renown mobile network provider and telecommunication company that has top the charts in recent years since it was established in April 2001. Since then, the company has become one of the most effective and fastest growing mobile telecommunications operators in Jamaica and the Caribbean region. Substantiating this claim is that of Golding who stated that at the point of initiation, the company anticipated reaching 100,000 customer plateau by the end of its first year in operation. Instead, it hit the 100,000 mark a mere 100days after launch. Never before in Jamaica’s history of mobile telecommunications had such tremendous growth been seen. He further posits that the company broke record after record, surpassing that which was its major competitor (LIME) with the largest customer base in the island. Juxtaposing such with the network provider stated above, it took LIME 10 years to reach 400,000 customers and took Digicel approximately 13months to reach the same figure. The company now commands 75% of the mobile market share in Jamaica which puts them in the arena of monopolies. In simple terms for those who are not business minded, a monopoly by definition is a situation in which a single company or group
owns all or nearly all the market for a given type of product or service. It is characterized by the absence of competition, which often results in high prices and inferior products. Because of the company’s rapid and consistent growth as well as owning almost all the market, it has given them competitive advantage over all network telecommunication companies.
Upon reviewing the firm’s SWOT analysis, it became evident that Digicel was able to gain this competitive advantage on the basis of its aggressive strategic approach in the market as well as its unique services and products incorporated with modern Technology or ITC. Digicel’s strategic approach which led them to gain not only competitive...