Application of Marketing Strategies in the Sales of G.S.M Line in Nigeria

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Kotler (2011) explained marketing strategies as a key ingredient of the marketing management process that are insightful, creative marketing strategies and plans that can guide marketing activities. Developing the right marketing strategy over time requires a blend of discipline and flexibility. Firms must stick to a strategy but also find new ways to constantly improve it. Increasing marketing must also develop strategies for a range of products and services within the organization. As a highly successful business - to - business marketer, Siemens, that is must continually design and implement marketing activities at many levels and for many units of the organization.

Jubril (2010) explained marketing strategy as a practice that can allow an organization to focus it limited resource on the utmost opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered around the key concept that subscriber satisfaction is the main goal. A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm's marketing goals and explains how they will be achieved, ideally within a stated timeframe marketing strategy determines the choice of target market segments, positioning, marketing mix and allocation of resources.

Communication industry is growing especially now that the federal government has granted operation autonomy in Nigeria. This is a good development owing to the fact that communication industry has an important role to play in the economy development of states and the country in general.

The utilization of local manufactured equipment, the increase in the income earn by people, Job creation in area of communication operation and distribution and so on are some of the benefit that are accruing from the setting up of communication industry.

The role of an effective marketing strategy in the industry can not be over emphasized with the fast growing pace of communication industry in Nigeria, it seems definite that in the near future the rate of competition for the sales of GSM lines will be very high.

Marketing strategies when viewed from such a broad perspective is perhaps a desirable force that should persuade the entire firm, it enters into the thinking and behaviour of all decision makers regardless of their functional areas. Without this the company will leave no consolidated sense of direction or purpose.

Marketing strategy forms the heart of a marketing plans. A marketing strategy is consistent that does not follow a feasible set hope to achieve its long run subscriber and profit objective in a particular competitive environment. This is the perspective that this study seeks to employ in marketing GSM lines to examine how communication firm may catch a large share of the markets.

This study work focuses on the application of marketing strategies in the sales of GSM lines in Nigeria.

1.2 STATEMENT OF PROBLEM

Many firms today are confronted with problem of planning a good marketing strategy and because of the changing nature of business World today, a company's marketing strategy will leave to take several factors into account before it can achieve the primary goals.

Excellent in manufacturing alone do not guarantee commercial success. What has been produced must be profitably disposed and it is the function of the manager to find outlets for the product that have been or will be turned out of the company through market study.

Now, the operators of telecommunication companies are facing many challenges regarding to good quality of services they render. Moreover, there is still problem of sales especially now that competition is ugly in the market.

The question then is how to improve the volume of sales. The study therefore, seeks to examine the application of marketing strategies in the sales of GSM line in Nigeria.

1.3 OBJECTIVES OF THE STUDY

The main objective of the study is to examine the application of marketing strategies in the sales of GSM lines in Nigeria.

However, the specific objectives include:

i. To examine the level of satisfaction derived by the subscriber of the telecommunication industry.

ii. To determine whether or not the large spending on marketing strategies is justified.

iii. To assess how the telecommunication industry can improve their services to subscribers in order to increase patronage and in turn increase sales and profitability.

iv. To examine the effect of marketing strategies on sales of GSM line in Nigeria.

1.4 RESEARCH QUESTIONS

The following questions are posed to guide the study.

i. What is the level of satisfaction derived by the subscriber of telecommunication companies in Nigeria?

ii. How can we determine whether or not the large spending on marketing strategies is justified?

iii. How can the telecommunication industry improve their service to subscribers in order to increase patronage and sales volume?

iv. How does the marketing strategy affect the sales of GSM lines in Nigeria?

1.5 STATEMENT OF HYPOTHESIS

This following study hypothesis is developed for test:

Ho: The application of marketing strategies does not have effect on the sale of GSM lines.

1.6 SCOPE OF STUDY

The study focuses on the application of marketing strategies in the sales of GSM line in Nigeria reference to Airtel Nigeria in carrying out their marketing strategies and its impact on its subscriber in Nigeria. In view of the wide range of activities embarked upon in the function, the researcher will narrow his write up to marketing strategy.

1.7 LIMITATION OF THE STUDY

i. Inadequate Time: There is a time for the completion of this study work which was rather short and coupled with the fact that the researcher at the same time was saddle with other works, it was not possible to cover a wider area.

ii. Lack of Information: Despite the assurance given to the organization (respondent) that the information collected will be treated as highly confidential and basically for