THE IMPACT OF PRODUCT DIFFERENTIATION STRATEGY ON SALES PERFORMANCE OF COMMUNICATION FIRM.
( A CASE STUDY OF GLO NIG. LTD)

 

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ABSTRACT

The purpose of this study is to highlight the strategy on how different product enhance sales performance in communication industries especially (GLO NIG LTD) and the general public.

The most obvious problems of telecommunication service like GLO (NIG) LTD is how to provide effective service to the nation has been yearning for an improved telecommunication service for a long period of time; Also, the methodology adopted for this research includes the area of study, population, sample and sampling techniques, method of data collection, instrument used for the data collection, validation of the instrument data analysis and techniques. It is evidenced that GLO NIG LTD has implement product differentiation as a strategy to effectively achieve pre-determined objective of customer satisfaction on sales performance of communication firm (GLO NIG LTD).

After much consideration to the leads to operation of business and considering the environment forces came out with the following suggestions that will help to solve some of the obstacles the organization is facing.

TABLE OF CONTENT

CHAPTER ONE
1.0 Introduction…………………………………………………………………………….1
1.1 Background of the study…………………………………………………………… 2
1.2 Statement of the Problem……………………………………………………………2
1.3 Objectives of the study………………………………………………………………3
1.4 Statement of Hypothesis…………………………………………………………… 3
1.5 Significance of the study…………………………………………………………….4
1.6 Scope and limitations of the study…………………………………………………4
1.7 Brief History of Glo………………………………………………………………… 4-6
1.8 Definition of Terms…………………………………………………………………..6

CHAPTER TWO
2.0 Literature Review……………………………………………………………………7
2.1.0 Definition of Marketing Mix…………………………………………………………8
2.1.1 Product………………………………………………………………………………8-9
2.1.2 Price………………………………………………………………………………….9
2.1.3 Promotion……………………………………………………………………………9-11
2.1.4 Place…………………………………………………………………………………12
2.2 Conceptual Meaning of Product…………………………………………………..12
2.3 Classification of Product……………………………………………………………13-16
2.4 Stages in New product Development…………………………………………….16-17
2.5 Meaning of Product Strategies……………………………………………………18-29
2.6 Origin of Product Strategies………………………………………………………29-32
2.7 Product Differentiation Strategies………………………………………………32-34
2.8 Criticisms of Product Strategies……………………………………………… …34-35

CHAPTER THREE
3.0` Research Methodology…………………………………………………………36
3.1. Population Sampling Sizes …………………………………………..…………36..
3.2 Instruments use for collecting data …………………………………………….36
3.3 validation of Instrument ………………………………………………………….37.
3.4 Administrative of instrument …………………………………………………….37
3.5 Statistical Techniques used ……………………………………………………..37-38

CHAPTER FOUR
4.0 Data Presentation an Analysis…………………………………………………39-41
4.1 Proof of Hypothesis ………………………………………………………………43-46.
CHAPTER FIVE
5.0 Summary of Findings, Conclusion & Recommendation………………………….47
5.1 Summary of Findings…………………………………………………………….47
5.2 Conclusion…………………………………………………………………………47
5.3 Recommendations………………………………………………………………..47-49
Bibliography……………………………………………………………………….50-51
CHAPTER ONE
1.0 INTRODUCTION:
The World is fast becoming a global village and a necessary tool for this process is communication of which communication is a key player.
The development in the telecommunication industry all over the world is very rapid as one innovation replaces another in a matter of weeks. A major breakthrough is the wireless telephone system which comes in either fixed wireless telephone lines or the global system of mobile communication (GSM) communication without doubt is a major driver of any economy. Emerging trends in socio economic growth shows a high premium being placed on information and communication technology (ICT) by homes, organization and nations.
Nigeria is not left out in this race for rapid development as the nations economy has been subject to years of economic reversal via mismanagement and bad leadership. The Nigeria telecommunication sector was grossly underdeveloped before the sector was deregulated under the military regime of General Ibrahim Babagida in 1992 with the establishment of a regulatory body; the Nigeria Communication Commission (NCC). So far the NCC has issued various licenses to private communication operators this include (7) seven fixed telephone providers that have activated 90,000 lines; 45 Internet Service Providers with a customer of about 17,000. Several VSAT service providers are in operations and have improved financial intermediation by providing on-line banking services to bank in Nigeria. These licenses allowed Private Telephone Operators ( PTOs) to roll out both fixed wireless telephone lines and analogue mobile phones. The return of democracy in 1992 paved the way for the granting of GSM license to (3) three service providers: MTN NIGERIA, CELTEL WIRELESS NIGERIA AND NITEL PLC now TRANSCORP in 2001.

1.1 BACKGROUND OF THE STUDY:
The journey to success in Nigeria’s telecommunication industry has been long and tortuous facilities in Nigeria were first established in 1886 by the colonial administration. At independence in 1960, with a population of roughly 40 million people. The country only has about 18,724 phone lines for use. This translated to a tele density of about 0.5 telephone network consisted of 121 exchange of which 116 were of the manual (magneto) type and only 5 were automatic.

Between 1960 and 1985, the telecommunication sector consisted of the department of Post & Telecommunication ( P&T) in charge of internal network and a limited liability company, the Nigeria External Telecommunication NET Limited is responsible for the external telecommunications (Services) NET provides the gateway to the outside world. The installed switching capacity at the end of 1985 was about 20,000 lines as against the planned target of about 460,000. All the exchanges were analogue, telephone penetration remained poor equaling 1 telephone line to 440 inhabitants well below the target of 1 telephone to 100 inhabitants recommended by ITU for developing countries. The quality of services was largely unsatisfactory.

1.2 STATEMENT OF THE PROBLEM
The most obvious problems of telecommunication service like GLO (NIG) LTD is how to provide effective services to the nation has been yearning for an improved telecommunication services for a long period of time. In response to that, the Federal Government provided for the creation of a company that will function purely on commercial basis.