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MARKET PENETRATION STRATEGY AS A MEANS OF ENTERING THE NIGERIAN TELECOMMUNICATION
Abstract
The research work examined Market Penetration Strategies as Means of
Entering the Nigerian telecommunication Market, a study of MTN
Nigeria.
The study is designed to examine more critically issues where the
business formulate its growth strategy, by focusing on selling existing
product into existing market and the various objectives it seeks to
achieve. The objectives range from securing dominance of growth
markets, restructuring markets by driving out competitors through
aggressive promotional campaign, pricing strategy and the introduction
of loyalty schemes to increase customer usage/patronage.
The chapter one forms the introductory aspect of the project work. The
study also reviews the various works of different writers on the subject
matter. In the course of the research, various instruments were
employed in collecting both primary and secondary data. Data
collected were analyzed by the use of tables, simple percentages and
chi-square. Data were subject to rigorous analysis in other to determine
the research hypothesis objectives.
The last chapter contains the Summary, Conclusion and
Recommendations. Overall study aims to show how the company
should maintain or increase market share of current products, by a
combination of competitive pricing strategy i.e. Penetration pricing,
advertising, sales promotion and personal selling.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
MARKET PENETRATION STRATEGY AS A MEANS OF ENTERING THE NIGERIAN TELECOMMUNICATION
