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
1.0 INTRODUCTION
1.1 BACKGROUND OF THE STUDY
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.
1.2 STATEMENT OF THE PROBLEM
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
to see how possible it is to eradicate this problems, but being that communication is a large business to run it might be very difficult to eradicate but rather they can minimize this problems.
1.3 OBJECTIVE OF THE STUDY
a. To identify the strategy pursued by the company in respect to product, price, promotion, and placement.
b. To determine whether the marketing strategies are effective in the face of high competition.
c. To outline the problems/challenges encountered in the marketing of their services.
d. To provide solution to problems identified by this study.
1.4 SIGNIFICANCE OF THE STUDY
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