AN EVALUATION OF MARKETING STRATEGIES OF MOBILE PHONE OPERATORS

AN EVALUATION OF MARKETING STRATEGIES OF MOBILE PHONE OPERATORS

ABSTRACT

This project’s main goal is to “Evaluate mobile phone marketing tactics in MTN Nigeria, Kaduna branch. Finding out the company’s plan for product, price, promotion, and placement is the primary goal. By the questionnaire that was distributed, the research approach was learned. Discoveries were made, and suggestions were sent.

CHAPTER ONE

1.0   INTRODUCTION

1.1  BACKGROUND OF THE STUDY

Since its foundation, the federal government has had a complete monopoly over the telecommunications sector in Nigeria. In the beginning of its creation, it was intended to offer efficient communication channels for the colonial government. Telecommunication services, however, were developed just after the colonial masters and foreign trading companies did so after independence, but it later became clear that they were needed as a social service to support government development efforts by supplying quicker and more effective means of communication to areas removed from the hubs of administration, trade, and industry.

Today, communication helps dispersed populations better understand one another and integrate socially. It also fosters amicable relationships, which have greatly influenced the socio-economic, political, and cultural evolution of human society as a whole. MTN sector in Nigeria

Due to the liberalization of policy that has been put in place since the beginning of the Obasanjo administration, Eria is presently experiencing transformation. There are currently many telephone service providers in Nigeria that compete with “NITEL,” including MTN Nigeria, Zain (celtel) wireless, Globacom, Reltel, Visafone, Etisalat, and others. These companies offer reliable mobile phone services for both domestic and international calls. After speaking with some customers of other networks, MTN has been determined to be the network that is currently most well-known in the market.

As a result of this new trend, service providers in Nigeria have committed significant financial resources to their marketing efforts. A strong marketing strategy will help the business get closer to its operational goal.

The researcher attempts to analyze the marketing methods used by the organization in its marketing initiatives in the studied area.

1.2  STATEMENT OF THE PROBLEM

Numerous issues, including poor network services, dropped calls, problems loading vouchers, and issues with checking balances in the billing system, have made it difficult for MTN Nigeria to implement its marketing strategies. These issues have led to an increase in customer complaints, challenges from competitors, and a general downturn in the economy.

As a result, after examining the marketing strategies of (MTN Nigeria), which information was obtained from the marketing manager of MTN Nigeria (David Ibgun), it is indicated that MTN has issues just like other networks do, although they have been making an effort to fix them so far to determine how easily these issues can be resolved; yet, given the size of the communication industry, in the long term, it can be quite challenging to eradicate the issue, but they can at least lessen it.

1.3  OBJECTIVE OF THE STUDY

a. To determine the company’s approach to its chosen products, prices, promotions, and locations.
b. To evaluate the marketing strategy’ efficacy in the face of intense competition.
c. To list the issues or difficulties faced when selling their services.
d. To offer a remedy to the issues this study found.

1.4  SIGNIFICANCE OF THE STUDY

The results of this study will give insight into how to manage the opportunities and problems that MTN Nigeria has as well as how to create and launch the successful programs required to boost the already-existing company to new heights.
Also, the study will work as a resource for individuals who would require information on the marketing initiatives of Telecommunication, their difficulties, and the success of their business administration degree.

1.5  RESEARCH QUESTIONS

a. What challenges does the business confront in terms of product, price, advertising, and placement?
b. In the face of fierce competition, are your marketing techniques successful?
c. What issues and difficulties have you run into when selling your service?
d. What are some potential fixes for the identified issue?

1.6  SCOPE OF THE STUDY

This study’s focus is on the assessment of MTN Nigeria’s marketing approaches with particular attention to the city of Kaduna. As a result, this study looks at how well marketing techniques work in dealing with the risks from invading forces or competitors.

1.7  LIMITATION OF THE STUDY

Time Requirement: Because this research had to be written in addition to other academic assignments, the time allotted for it was insufficient. fulfilling the deadline for submitting the project work, as well.

Respondents’ Lack of Cooperation: Some respondents’ actions can be characterized as aggressive and unwelcoming. Several of them refused to provide crucial information because they viewed it as confidential and did not want to share it.