THE EFFECT OF MARKETING STRATEGIES ON PRODUCT LIFE CYCLE

(A CASE STUDY OF MTN NIGERIA KADUNA)

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ABSTRACT

Marketing strategies have been the effective tool available for organization in achieving the marketing goals and objectives. It serves as a determinant for a product movement along the product life cycle curve (Product Life Cycle ). Telecommunication industries is not left out, an attempts is made to evaluate the extend to which the effect of marketing strategies on a product life cycle is applied by MTN Nigeria Kaduna mobile phone service providers. The method used for data collection was structured questionnaire. The randomly selected size of (20) out of a estimated population of twenty five (25) management staff and eighty out of a population of one hundred customer/distributors were used for the research work. The data collected were tabulated, analyzed and interpreted using simple percentage method for easy comprehension. Hypothesis was developed and put into test, thus: Ho: Application of marketing strategies of MTN Nigeria does not have any significant effect on the product life cycle. H1: Application of marketing strategies of MTN Nigeria have a significant effect on the product life cycle. After the proof of the above hypothesis, the alternate hypothesis was accepted, while the null hypothesis was rejected. The study conclusively found that MTN Nigeria (Kaduna) applies marketing strategies in its marketing operation while it observe its product life cycle curve, even though the effectiveness of the marketing strategies have not been fully maximized due largely to some constraint that come from both the internal and the external factors. It is thus recommended that for the company to improve on its current marketing share through the application of marketing strategies it has to urgently improve the quality of its service to the subscribers.

CHAPTER ONE
1.0 INTRODUCTION
The effect of marketing strategy on Product Life Cycle (Plc) is adopted in order to forecast the activities involving the strategy in the stages in the Product Life Cycle (Plc).
Its successful accomplishment requires analysis of the data from the past decision in the present, and evaluation of the future.
However, the company’s position and differentiation strategy must change the product, market and competitors changes over the Product Life Cycle (Plc).
To say that a product has Life Cycle (LC) is to assert four things:
1. Product have a limited life
2. A product sales pass through a distinct stage, each posing different challenges, opportunities and problem to the seller.
3. Profit rise and fall at different stages of the Product Life Cycle (Plc).
4. Product requires different marketing financial, manufacturing, purchasing and human resource strategy in each Life Cycle (LC) stage.
Most Product Life Cycle (Plc) curves are portrayed as lock-shaped. This curve is typically divided into four stages: Introduction, growth, maturity and decline.
In the functional units of the telecommunication industry, the responsibility of ensuring that the product stayed long in the market depends on the efficiency of the marketing unit in the firm; which will also look at the ways at which product are developed i.e. the right product for a target market that will come in either physical goods or service or a blend of both; though reaching the target market, which is concerned with getting the right product to the target market place as a product is not much good to the customer it is not available when and where it is wanted.
1.1 STATEMENT OF GENERAL PROBLEMS
The major problem of product life cycle has to do with inefficiency of the executive, which make it difficult to achieve success in the various stages of the LIFE CYCLE curve.
So many products have died before they were being lunched into the market because of the poor introduction of marketing strategies. Therefore, a lot of companies are into debt to remain in operation.
Producers are no longer interested in marketing profitability or profitable sales through satisfying customer’s needs, but they are only interested on marketing high profit which consequently has lead to inflection as one of the major problems facing product survival within the business world.
Irregularity like bribery an corruption practices, blackmailing so as to gain large market share between companies and competitors, companies no longer use quality and efficient service delivery to gain large market, but instead they use obsolete equipment in providing services which result into poor service delivered at an exorbitant price all in the bide to make high profit, therefore, this project will look at the effective way of applying the marketing strategy to gain good and healthy result on the cycle of a product, and also it will highlight the impact the concept has made in telecommunication world especially in MTN service in Nigeria.

1.2 THE HISTORICAL BACKGROUND OF THE SUBJECT MATTER
MTN Nigeria is part of the MTN group, Africa’s leading cellular telecommunications company. On May 16, 2001, MTN became the first GSM network to make a call following the globally lauded Nigeria GSM auction conducted by Nigerian communication commission earlier in the year. Therefore the company launched full commercial operations beginning with Lagos, Abuja and Port Harcourt.
MTN paid $285m for one of the four GSM licenses in Nigeria in January 2001 to date, in excess of US $1.8 billion has been invested in building telecommunication infrastructures in Nigeria.
Since launch in August 2001 MTN has steadily deployed its services across Nigeria. It now provide service in more than 223 cities and towns, more than 10,000 villages and communities and a growing number of high-ways across the country, spanning the 36 states of Nigeria and the Federal Capital Territory, Abuja. Many of these villages and communities are being connected to the world communication for the first time ever.
The company is digital microwave transmission backbone, the 3,400 kilometre Y’elloBahn was commissioned in January, 2003 and is reported to be most extensive digital microwave transmission infrastructure in all Africa. The Y’elloBahn has significantly helped to enhance call quality on MTN network.
The company subsists on the core brand values of leadership, relationship, integrity, innovation and “can-do”. It prides itself on its ability to make the impossible, possible connecting people with friends, family and opportunities.
MTN Nigeria has been expanding its. Network capacity to include the numbering with the prefix 0806 to 070, marketing the MTN the first GSM network in Nigeria to have adopt an additional numbering system having exhausted its initial subscriber numbering range – 0803.
In its resolve to enhance quality customer service, MTN Nigeria has also introduced a self-help foll-free 181 and 180 customer care line through which subscriber can resolve their frequently asked question free of charge.
MNT’s overriding mission is to be a catalyst for Nigeria economic growth and development, helping to unleash Nigeria’s strong developmental potential not only through the provision of world class communications but also through innovative and sustainable corporate social responsibility initiatives.