| Abstract: | This study examines how the competitive intelligence affects Ethio telecom’s marketing effective.
Competitive intelligence which refers to gathering external and internal information about a
company’s environment, allows businesses to achieve a competitive advantage and compete with
their competitors. This research applied deductive approach, and explanatory research design.
The target population of this study was Ethio telecom’s Marketing Division employees who are
residing in Addis Ababa, Ethiopia. The study employed the 5 point Likert scale method of
summarized ratings to determine the respondents’ level of agreement and disagreement with the
statements. Google Form was used to virtually distribute a questionnaire to 105 respondents, and
101 (96%) of those copies were used for data analysis. SPSS version 26 was used for data
processing. Competitive intelligence has five dimensions namely Market place opportunity,
competition threat, competitive risk, key vulnerability and core assumption. Descriptive statistics
(frequency, percentage) and inferential statistics (correlation and multiple regressions) were used
to analyze the data. The findings of the research show that there are strong and significant
relationships between market place opportunity, competitor threat, core assumption and key
vulnerability as dimensions of competitive intelligence with Marketing effectiveness. The results
of regression analysis revealed that market place opportunity, key vulnerability and core
assumption have positive effect on marketing effectiveness. However, competitor threat and
competitor threat did not have statistically significant effect on marketing effectiveness. Finally,
this study suggests proper steps for Ethio telecom in employing competitive intelligence as a means
of winning the market’s fierce competition and being effective in its marketing. |
