1. The document discusses Safaricom's BCG matrix and analyzes their various strategic business units (SBUs). 2. M-Pesa is classified as a star and is Safaricom's most successful SBU, contributing 30.3% of revenue. 3. Data services are classified as a question mark as Safaricom is expanding 4G and fiber networks but data remains a smaller revenue contributor currently. 4. Voice services are classified as a cash cow as it remains a significant revenue source though growing more slowly.

2. Group 5
1. Bella Abok
2. Ariane Raissa Ineza
3. Dennis Mureithi
4. Tabitha Danhier
Safaricom BCG Matrix
United States International University-Africa
MBA6010A: Managerial Marketing
Maureen Kangu, Phd
29th September 2021

3. Safaricom SBU’s
M-Pesa
Data
Voice
Masoko

4. Relative Market Share.
Market
Growth
Rate
.
High. Low
High
.
Low
.
Safaricom BCG Matrix

5. PARTNERS
• Visa
• Credit and savings
• Global payment partners
• Ant Financial
SECTOR: Financial Services
DESCRIPTION
A service that enables M-PESA registered
customers to send and receive money
globally.
Stars-

6. NOTICEABLE FACTS
Contributed 30.3 % of the company’s service
revenue in FY21
One of the few technologies that has placed the
company on the global map.
First ever mobile money transfer service in the
world at its launch.
Launched in March 2007.
Has over 45.97 Million active subscribers and
550,000 active agents.
Operates in seven countries across North, East,
Central and parts of South Africa, namely: Kenya,
Egypt, DRC, TZ, Ghana, Lesotho, Mozambique,
and recently in Ethiopia

7. FUNCTIONALITY:
Deposits and Withdrawals
Connectivity to formal banking and credit
access.
Cashless payments, loans & savings. E.g. Lipa
na M-PESA M-Shwari, Paybill, FULIZA, KCB-
MPESA
BIGGEST ACHIEVEMENT:
M-PESA has significantly reduced the potential
risk of street robbery, burglary and petty crimes
within cash-based economy.

8. SECTOR: Telecommunications
DESCRIPTION
Provides internet services with internet data
connectivity and home fibre as the main
area of focus
Question Marks-Data

9. Contributes 17.9% of company’s service
revenue
During FY21 accelerated the rollout of our
4G and home fibre networks and now
provide broadband coverage to over 90% of
the population.
Fibre penetration rate grew by 15.6
percentage points to 58.5% in 2021
Remains the fastest and most consistent
mobile provider in Kenya, with the highest
4G availability.
First mobile operator in Kenya to launch a
5G network for both individual and enterprise
customers in Nairobi, Kisumu, Kisii and
Kakamega in March 2021

10. SECTOR: Telecommunications
DESCRIPTION
Provides local and international call
services with various plans such as prepay
and postpay to individuals and corporates.
Cash Cows-Voice

11. At Safaricom, voice is considered the star of
yesterday and the cash cow of today.
It remains a significant revenue contributor and
has maintained good momentum in 2021:
With a revenue of Kshs. 82.55bn
Voice traffic share grew to 70.9%
Outgoing minutes per subscriber grew 19.1%
Incoming minutes per subscriber grew 16.2%
Safaricom recognizes that to maintain a high
standard of quality of their services and maintain
their current position, they must continuously
ensure that they deliver the best communication
network by maintaining and enhancing network
quality.

12. PARTNERS
• Sendy
• Wells Fargo
SECTOR: E-commerce
DESCRIPTION
An e-commerce platform that creates
opportunities for customers to access
locally manufactured goods from anywhere
in Kenya. 64% of vendors on the platform
are SMEs and we work with local
manufacturers to help them
grow their businesses through e-commerce.
Dogs-

13. Launched in 2017
2018-Reduced the number of vendors
selling goods from 200 to 100 to tighten
standards of goods bought by
Has struggled to compete with market
leaders such as Jumia that hosts more
10,000 vendors selling over 3.5 million
products.
2020-Safaricom cut focus on growing
Masoko to concentrate on key product
lines such as M-Pesa.