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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

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