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Application of Bowman Strategy Clock

The Bowman’s Strategy Clock is a strategic marketing tool that provides options for positioning a company
within a market based around price and perceived value, with a view to give the company maximum
competitive advantage. The model further affords organisations to assess their relative competitive position
against companies competing for the same resources or customers as itself, by defining how and where an
organisation needs to compete and which organisations should be used as comparators .By varying
combinations of price and perceived value , a company can then adopt eight
conceivable marketing strategies and select one which suits them best, according to the price and
perceived value of the product, service, or brand they are trying to market.
Notably, this model is used in conjunction with other tools such as the Ansoff Matrix and can be seen as an
alternative or extension to Porter's Generic Strategies of Cost Leadership, Differential and Focus.
Case study: Econet Global Limited -Zimbabwe operations
This is a diversified telecommunications group with operations and investments in Africa, Europe, South
America and the East Asia Pacific Rim, founded by Zimbabwean entrepreneur, Strive Masiyiwa in 1993.It is
the largest company on the Zimbabwe Stock Exchange in terms of market capitalisation
As the undisputed market leader with market share of over 61 percent of the total mobile sector in
Zimbabwe, Econet Wireless underpins its market dominance on the following key factors:
1. Access to capital – with Zimbabwe perennially facing foreign exchange challenges due to a near
collapsed economy with little exports, the strategic move by Econet to have its headquarters in
Johannesburg, South Africa, gave it greater and easier access to forex than its competitors like the
state-owned Net1 and smaller rival, Telcel. This allowed Econet a headway to finance requisite
extensive infrastructure as it grew its footprint across several continents.
2. Human Resources – Econet Wireless is a prestigious, preferred employer in Zimbabwe. This has
allowed it to attract top professionals to spearhead its phenomenal growth. For instance, Douglas
Mboweni, brother to the former South African Finance Minister, Tito Mboweni, has been the CEO
of the company for more than two decades.
3. Diversification – beyond the cellular network operation, the company wholly-owns the following
Zimbabwean subsidiaries
YourFone-the largest public pay phone operator
Ecoweb -the largest independent internet service
Transaction Processing- a leading provider of financial transaction switching, point-of-sale and
value-added support services that is exploiting the convergence of banking, information technology
and telecommunications
Liquid Telecoms – leading provider of fibre internet connections
Econet Energy - a market leader in “green technologies”, notable solar energy.
This diversification gives Econet multiple revenue streams and to spread its business risk across
various sectors.
4. Products and services- Econet has very strong brands. Its Buddie cellular airtime and data recharge
platform and its mobile money and microfinance/franchise service Ecocash, are very well-known
and well entrenched across Zimbabwe. For instance, given the challenges of hyper-inflation, not
having a stable currency and a shrinking banking sector, Ecocash now handles more transactions, in
both volume and value, than all Zimbabwean banks combined. The company also has the widest
cellular infrastructure that translates to it having the highest number of cellular subscribers in
Together with its world class processes and group structure, the above factors have given Econet
market leader status in Zimbabwe.