ABSTRACT
This project is focused on the “Evaluation of marketing strategies of
mobile phones in MTN Nigeria, Kaduna branch. The main objective is to
identify the strategy pursued by the company in respect to product,
price promotion and placement. The methodology of the research was
gotten through the questionnaire issued. Findings was made and
recommendation were forwarded.
CHAPTER ONE
- Background of the study
- Statement of the problem
- Objectives of the study
- Significance of the study
- Research question
- Scope of the study
- Limitation of the study
CHAPTER TWO
- Introduction
- Marketing (Defined)
- Requirement for effective strategic marketing
- The nature of services
- Marketing strategies for service firms
- The product life cycle marketing strategies
- Summary
CHAPTER THREE
- Introduction
- Research Design
- Area of study
- Population of study
- Sample
- Instrument of data collection
- Validation of the instrument
- Reliability of the instrument
- Method of data collection
CHAPTER FOUR
- Introduction
- Characteristics of the respondents
- Presentation of data and analysis in table
- Test of hypothesis
- Summary of findings
- Discussion of findings
CHAPTER FIVE
- Introduction
- Summary
- Conclusions
- Recommendation
Reference
Appendices
CHAPTER ONE
1.0 INTRODUCTION
Telecommunication industry in Nigeria from inception has been the
absolute monopoly of the federal government. At the initial stage of its
development, it was meant to provide effective means of communication
for the colonial administration. However after independence it became so
obvious that telecommunication services be developed just after the
colonial masters and the foreign trading companies thereafter however,
it stated to be viewed as a social service necessary to augment
government development effort by providing faster and efficient means of
communication to areas faraway from the centre of administration,
commerce and industry.
Nowadays, communication does not only enhance mutual understanding
and social integration of disperse communities but also foster
harmonious relationship which contributed immensely to the overall
socio-economic, political as well as cultural development of human
society. MTN industry in Nig
eria is currently undergoing transformation due to the deregulation
of policy that has been implemented since the advert of Obasanjo
administration. At the moment, there are numerous telephone service
providers in Nigeria that are competitor with “NITEL” this consists of
MTN Nigeria, Zain (celtel) wireless, Globacom, Reltel, Visafone,
Etisalat etc. they provide effective mobile phone service for local and
international calls. MTN has bean regarded as the most known network in
the market today after consulting some consumers of other network.
Consequently this new trend give rise to service commitment of huge
financial resources into the marketing activities of service provider
generated in Nigeria. A good marketing programme will enable the company
to achieve its operating objective faster.
In this study the researcher makes an attempt to evaluate the
marketing strategies in the company’s marketing activities in the area
covered by this study.
The marketing strategies being used by (MTN Nigeria) is been
challenged by myriads of problems which includes poor network services,
drop calls, loading of vouchers and checking of balance problems in the
billing system, resulting to the increase in customer complaints,
challenges posed by competitors and the general down turn in the
economy.
Consequently, evaluating the marketing strategies of (MTN Nigeria) in
which information was sourced from the (marketing manager) of MTN
Nigeria (David Ibgun), it is denoted that MTN has their problems just as
other networks have their problems, so far they have been trying