Effect of marketing strategy on product life cycle ( A case study of MTN Nigeria )

ABSTRACT

Marketing strategies have been the effective tools 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 Ilorin mobile phone service providers. The objective of the study is to examine the effectiveness of marketing strategy on various stage of product life cycle. The method used for data collection was structured questionnaire. The randomly selected size of (121) out of an estimated population of one hundred and twenty_ five (125) of both the staff and the stakeholder were used for the research work. The data collected were used descriptive sample percentage table and linear regression analysis statistical tools which is used in testing three hypotheses. Hypothesis was developed and put into test, thus: The tested hypotheses showed that the application of marketing strategies of MTN has significant effect on various stages of their product life cycle Also, the application of marketing strategies of MTN has significant  challenges at each stages of product life cycle. The analysis further revealed that the application of marketing strategies of MTN has significant effect on product life cycle challenges on marketing strategy. Conclusively, all the tested null hypotheses were rejected and the alternative was accepted. The study conclusively found that  MTN Nigeria (Ilorin) 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.

TABLE OF CONTENTSCHAPTER ONE: INTRODUCTION   1.1      Background of the Study11.2Statement of Problem 61.3Research Questions71.4Objectives of the Study71.5Statement of Hypotheses71.6Significance of the Study81.7Scope of the Study91.8Definition of Key terms ( as used in study)9
CHAPTER TWO: LITERATURE REVIEW2.1Conceptual Framework/Review12    2.1.1-Concept of Product Life Cycle12    2.1.2- product Development18    2.1.3-Product Life Cycle22    2.1.4-Selecting a Market- Orientation Strategy is target Marketing26    2.1.5-Marketing Strategy-Showing the 4PS of Marketing Mix28    2.1.6-Management of product over their life Cycle32    2.1.7-Marketing Strategy36
2.2Theoretical Framework/Review4 2.2.1-Stages of product life Cycle422.2.2-Variations in product life Cycle44 2.2.3-Technology adaptation across life Cycle462.2.4-International product life Cycle492.3Empirical Framework/Review502.4Identification of Knowledge Gaps in the Literature53
CHAPTER THREE: METHODOLOGY3.0Introduction55 3.1Research Design553.2Population of the study563.3Sample and sampling Techniques563.4Research Instrument(s)573.5Validity and Reliability of the Instrument(s)583.6Methods of Data Collection593.7Methods of Data Analysis ( justify the selection of the statistical techniques)60



CHAPTER FOUR:    PRESENTATION, ANALYSIS OF DATA AND DISCUSSION4.0Introduction614.1Data Presentation614.2Statement of Hypotheses814.3Test of Hypotheses81    4.3.1-Hypotheses One81    4.3.2-Hypotheses Two84    4.3.3-Hypotheses Three864.4Discussion of Findings88
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS5.1Summary915.2Conclusion915.3Recommendations (To be itemized using Roman number)92References94Appendix I97Appendix II100 
LIST OF TABLESTable 3.1   Objective, Hypothesis and Statistical Techniques60Table 4.1 Age of Respondents61Table 4.2 Gender of Respondents62Table 4.3 Educational Level of Respondents62Table 4.4 Marital Status of Respondents63Table 4.5 Department of Respondents64Table 4.6 Category of Staff64Table 4.7 Monthly income of Respondents65Table 4.8 Period of Working in the Company66Table 4.9 Awareness of products life cycle Stage67Table 4.10 Effective marketing strategy have always have impact on product lifecycle68Table 4.11 Product lifecycle is associated with changes in the market situation, thus impacting market strategy68Table 4.12 Advertising tactics including promo and freebies is an effective marketing strategy 69Table 4.13 Understanding of target audience and market behavior is a market strategy means69Table 4.14 Through effective marketing strategy, the MTN company is having good return and stronger clientele base on market investment70Table 4.15 The call of effective market strategy is for the top management of the MTN company71Table 4.16 Integrating effective competitive evaluation helps market strategy72Table 4.17 Traditional marketing channels such as advertising, direct marketing and public relations still delivers enough value to warrant the investment72Table 4.18 A major challenge posed at product introductory stage is building brand awareness, that is, advertising73Table 4.19 Increment of brand preference is challenge at the growth stage of products 74Table 4.20 Developing alterative competitive strategy is a challenge at product maturity stage75Table 4.21 Looking at ways to reduce product cost, improving or even change product is a challenge at the fourth (declining) stage75Table 4.22 Challenges posed at the different stages directly affects lifecycle of product76Table 4.23 Marketing strategy play an important role in the success of an organization77Table 4.24 What are the risk associated with marketing strategy program78Table 4.25 What other challenges are posed to the stages of product lifecycle79Table 4.26 State other effective management strategies that MTN can use to counter challenges and improve product life cycle80Table 4.27 Model Summary Hypothesis One82Table 4.28 ANOVA82Table 4.29 Coefficients83Table 4.30 Model Summary Hypothesis two84Table 4.31 ANOVAa85Table 4.32 Coefficientsa85Table 4.33 Model Summary Hypothesis Three86Table 4.34 ANOVAa87Table 4.35 Coefficientsa87















LIST OF FIGURESFigure 2.1   Product development and modification15Figure 2.2   Product Life cycle curve24Figure 2.3   Developing a marketing mix for Target Marketing28Figure 2.4   Life cycle of a typical Product33Figure 2.5   Stages of product life Cycle44Figure 2.6   Cycling Variations45Figure 2.7    Landscape of the Technology adoption Life Cycle46