1. Customer- the people consuming telecom products and services.
2. Product/Service- telecom cards and airtime
3. Market- Ethiopia regions and the residents.
4. Technology- telecom communication
5. Concern for Survival, Growth and Profitability- improving on customer reach.
6. Philosophy- making customers enjoy the services and products
7. Self-Concept- to be the best communication company.
8. Concern for Public image- to appreciate how customers receive services and products.
9. Concern for Employees – good remuneration and favorable working conditions.
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