MARKET PENETRATION STRATEGY AS A MEANS OF ENTERING THE NIGERIAN TELECOMMUNICATION A STUDY OF MTN

38

MARKET PENETRATION STRATEGY AS A MEANS OF ENTERING THE NIGERIAN TELECOMMUNICATION A STUDY OF MOBILE TELECOMMUNICATION NETWORK (MTN)

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.