Full Project – ASSESSMENT OF MARKETING ORIENTATION IN THE TELECOMMUNICATION INDUSTRY IN NIGERIA

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CHAPTER ONE

INTRODUCTION

1.1  BACKGROUND OF THE STUDY

Human being has developed an instinctive ability to communicate via spoken words, signs, and signals since his inception. In ancient African tribes, war warnings were sent to the whole community by drums and songs (perhaps from the town center or the chief’s palace). However, communication nowadays not only facilitates mutual understanding and social integration across dispersed populations, but also develops harmonious relationships that significantly contribute to the general socioeconomic, political, and cultural growth of human civilization. Recognizing this dynamic in a nation’s overall growth has uninhibitedly motivated man to seek out more advanced but simple tools and techniques of communication. On a simple transaction, the high danger of road accidents and airline crashes has been preventable.

Since the colonial era, the telecommunications business has been governed by the public service bureaucracy; as a result, one may argue that the sector never experienced contemporary marketing management throughout that time period. However, as the sector has grown more commercialized, it has become critical for businesses to undergo a complete business reorientation in order to accomplish the industry’s fundamental goals, which include service efficiency, dependability, and profitability.

As a result, marketing concepts must be adopted and used properly in the sector. This requires that everyone in the sector considers customer pleasure while fulfilling their responsibilities. Because the client always comes first in marketing, communication industry professionals must be trained to behave and act in a manner that is conducive to the happiness of their consumers.

To be successful in company, it is necessary to constantly analyze and respond to changes in client preferences and competition offerings. To thrive and grow, businesses will need to be market-oriented, laser-focused on client wants and desires, and extremely agile.

Thus, effective marketing operations, particularly those related to monitoring, assessing, and meeting consumer wants, have become even more demanding and crucial for the successful development and execution of marketing orientation, particularly in the telecommunications industry. These difficulties were the impetus for selecting this study project.

1.2  STATEMENT OF THE PROBLEM

The telecommunication industry in Nigeria is fast developing a marketing management system, which allows for coherent coordination of the entire activities involved. But unlike the marketing of tangible goods, services marketing are yet to gain grounds in Nigeria. Most people do not seem to appreciate the idea, while a lot more find no satisfaction in the whole concept and as such do not see anything of interest therein. As a result, the industry is saddled with problems of proper coordination of the entire activities. Thus, this research study hopes to provide answers to the following questions, which form the statement of the research problems.

• Whether there are any genuine benefits that telecommunication companies in Nigeria will gain by initiating and implementing marketing driven strategies.
• Whether the implementation of marketing Orientation of Intercellular Nigeria Plc have any impact on her customer’s buying behaviour and purchase decisions.

1.3  OBJECTIVES OF THE STUDY

Generally, the objective of this study is to evaluate the assessment of Marketing Orientation in the Telecommunication Industry in Nigeria. The study will also attempt the following;

• To ascertain the effectiveness and efficiency of the company’s marketing Orientation in meeting customer’s needs, wants and expectations.
• To Identify and examine some pitfalls and barriers to effective formulation and implementation of marketing Orientation by Intercellular Nigeria plc.
• To make recommendations for improvement where necessary.

1.4  SIGNIFICANCE OF THE STUDY

This research study will be useful and meaningful to the telecommunication companies especially intercellular on the need to understand consumer market in Nigeria, the threats and opportunities it possess. An understanding of this will not only help to identify and select their principal target segments but also provide inputs to all the elements in the marketing mix, thereby fine-tuning the implementation of their marketing Orientation.

The study will also be significant because it will highlight the general marketing problems of the company under study and proffer solutions based on findings; as such the owners of the organization will find it useful as well as the competitors and customers. Finally, the study will be a useful reference material for future scholars and researchers in the field of marketing.

1.5  SCOPE OF THE STUDY

This study is limited in context. As a case study research, it will only be limited to its objectives, which is to critically evaluate the marketing Orientation of telecommunication industry, laying particular emphasis on Intercellular Nigeria PLC.

The categories, which this study encompasses, are the selected customers and marketing staff of Intercellular Nigeria Plc, in Abuja, Kaduna and Zaria. The study covers the period of 2001 – 2005

1.6  STUDY HYPOTHESES

Based on the objectives of this study work, the following hypotheses have been advanced to address the issues raised in the statements of the research problem.

implementing marketing driven strategies.

^H1: There are genuine benefits that telecommunication companies in Nigeria especially intercellular will gain by initiating and implementing marketing driven strategies.

1.7  LIMITATIONS OF THE STUDY

For every research work, there are bound to be constraints and limiting factors, which do not enhance smooth research process. This research work is not an exception as the researcher encountered some problems which include-

• Time was the greatest constraints to the researcher, as the research work has to be combined with other activities.
• Finance was another constraints to the researcher. The cost of transportation and other materials needed are higher thereby making things difficult for the researcher in carrying out the research work.
• On some occasions, the respondents were not co-operating; they declined to divulge certain information, which they considered confidential.

1.8  DEFINITION OF RELEVANT TERMS

MARKETING: Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange and satisfy individual and organizational objectives.

MARKET: A market consists of all potential customers sharing a particular need or want and who might be willing and able to engage in exchange to satisfy that need or want.

EXCHANGE: It is the act of obtaining a desired product from someone by offering something value in return.

PRODUCT: A product is anything that is seen as being able to satisfy a need or want.

SERVICE: A service is any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything.

STRATEGY: It refers to action by management to offset actual or potential actions of competitors.

MARKET SEGMENTATION: This means the analysis of a particular market demand on the basis of its constituent parts, so that sets of buyers can be differentiated.

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