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

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 Title Page………………………………………………………………………………………i Approval Page…………………………………………………………………………………ii Dedication …………………………………………………………………………………….iii Declaration Page……………………………………………………………………………...iv Acknowledgement…………………………………………………………………………  iv-v Abstract……………………………………………………………………………………......vi Table of Content……………………………………………………………………   …..vii -viii
CHAPTER ONE 1.0Introduction…………………………………………………………………………….1 1.1Background of the study……………………………………………………………  2 1.2Statement of the Problem……………………………………………………………2 1.3Objectives of the study………………………………………………………………3 1.4Statement of Hypothesis…………………………………………………………… 3 1.5Significance of the study…………………………………………………………….4 1.6Scope and limitations of the study…………………………………………………4 1.7Brief History of Glo…………………………………………………………………  4-6 1.8Definition of Terms…………………………………………………………………..6
CHAPTER TWO 2.0Literature Review……………………………………………………………………7 2.1.0Definition of Marketing Mix…………………………………………………………8 2.1.1Product………………………………………………………………………………8-9 2.1.2Price………………………………………………………………………………….9 2.1.3Promotion……………………………………………………………………………9-11 2.1.4Place…………………………………………………………………………………12 2.2Conceptual Meaning of Product…………………………………………………..12 2.3Classification of Product……………………………………………………………13-16 2.4Stages in New product Development…………………………………………….16-17 2.5Meaning of Product Strategies……………………………………………………18-29 2.6Origin of Product Strategies………………………………………………………29-32 2.7Product Differentiation Strategies………………………………………………32-34 2.8Criticisms of Product Strategies……………………………………………… ...34-35
CHAPTER THREE 3.0`     Research  Methodology…………………………………………………………36 3.1.Population Sampling Sizes …………………………………………..…………36.. 3.2Instruments use for collecting data …………………………………………….36 3.3validation of Instrument ………………………………………………………….37. 3.4Administrative of instrument …………………………………………………….37 3.5Statistical Techniques used ……………………………………………………..37-38
CHAPTER FOUR 4.0      Data Presentation an Analysis…………………………………………………39-41 4.1Proof of Hypothesis ……………………………………………………………...43-46.
CHAPTER FIVE 5.0Summary of Findings, Conclusion & Recommendation………………………….47 5.1Summary of Findings…………………………………………………………….47 5.2Conclusion…………………………………………………………………………47 5.3Recommendations………………………………………………………………..47-49 Bibliography……………………………………………………………………….50-51