a) Competitive Analysis

Competitor analysis examines or evaluates the main and direct competitors in the telecommunications industry. COM faces direct competition from FoneTel, Nirtel, and Gotel, which provide rival services in voice and data. COM is the market leader in all the services except in voice fixed line and data fixed line, where FoneTel is the market leader.

In addition to these direct competitors, there are numerous rivals providing data and other services, including 48 internet service providers, 3 broadband wireless access providers, and 55 value-added services (VAS) providers.

In the mobile money services, COM also faces competition from Zeepay Mobile Money and GCB G-Money by Zeepay Ghana Ltd and GCB Ltd, respectively, who are competing for market share in mobile money services.

b) Market Analysis

The main elements of the market analysis to be included in the business plan extract are:

• Market Size:
  The total subscriber base for the telecommunications industry at the close of 2020 was as follows:
  • Mobile Voice: 40.46 million
  • Mobile Data: 26.47 million
  • Fixed Line: 0.31 million
  • Fixed Data: 0.08 million
  • Mobile Money: 15.50 million
• Market Segmentation:
  The telecommunication market is segmented into five main categories:
  • Mobile Voice
  • Mobile Data
  • Fixed Line
  • Fixed Data
  • Mobile Money
• Market Growth/Decline:
  Between 2019 and 2020, the growth rates for the different segments were as follows:
  • Mobile Voice: -0.97%
  • Mobile Data: -5.48%
  • Fixed Line: 6.63%
  • Fixed Data: 34.18%
  • Mobile Money: 21.80%

The industry consists of four main sub-sectors: 4 mobile network operators, 48 internet service providers, 3 broadband wireless access providers, and 55 value-added service providers.