TABLE OF CONTENTS
Title page – – – – i
Declaration – – – – ii
Certification – – – – iii
Dedication – – – – iv
Acknowledgement – – – – v
Table of content – – – – vi
List of tables – – – – ix
Abstract – – – – x
CHAPTER ONE: INTRODUCTION
1.1 Background to the Study – – – 1
1.2 Statement of the Problem – – – 2
1.3 Objective of the Study – – – 2
1.4 Research Questions – – – 3
1.5 Statement of Hypothesis – – – 3
1.6 Significance of the study – – – 4
1.7 Scope and limitation of the study – – 4
1.8 Brief history of Globacom Nigeria Limited – – 5
1.8 Definition of terms – – – 6
CHAPTER TWO: REVIEW OF RELATED LITERATURE
2.1 Conceptual framework – – – 8
2.1.1 Penetrating Product Differentiation Strategies in Glo Nigeria – 10
2.1.2 Stimulation Product – – – 11
2.1.3 Development Product – – – 12
2.1.4 Product Marketing – – – 12
2.1.5 Product Synco-Marketing – – – 12
2.1.6 The Advantages of a Product Differentiation Strategy – 12
2.1.7 Challenges of differentiation – – – 13
2.1.8 Dimension of Product differentiation – – 13
2.1.9 Product Quality – – – 14
2.1.10 Product Design – – – 14
2.1.11 Sales Performance – – – 16
2.1.12 Measures of Sales performance – – 17
2.1.13 Repeat purchase – – – 18
2.1.14 Important of repeat purchase – – – 19
2.1.15 Sales growth – – – 19
2.1.16 Profitability – – – 20
2.1.17 Relationship between Product Differentiation Strategy and Sales Performance – 20
2.2 Theoretical framework – – – 22
2.2.1 Knowledge-Based Theory – – – 22
2.2.2 Resource -Based View Theory – – – 23
2.3 Empirical Literature – – – 25
2.4 Conceptual Model – – – 29
CHAPTER THREE: RESEARCH METHODOLOGY
3.0 Introduction – – – 30
3.1 Data collection method and research design – – 30
3.1.1 Population of the Study – – – 30
3.1.2 Sample size and sampling technique – – 31
3.1.3 Sampling technique – – – 32
3.2 Source of data collection – – – 33
3.2.1 Primary Data Collection – – – 33
3.2.2 Secondary Data – – – 33
3.2.3 Operational measures of variable – – 33
3.3 Validity of Instrument – – – 35
3.3.1 Reliability of Instrument – – – 35
3.4 Method of Data Analysis – – – 35
CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AND INTERPRETATION
4.1 Data Presentation and Analysis – – – 37
4.2 Tables Based on Research Questions – – 41
4.3 Research Hypothesis – – – 44
CHAPTER FIVE: SUMMARY, CONCLUSIONS & RECOMMENDATIONS
5.1 Summary of finding – – – 47
5.2 Conclusion – – – 47
5.3 Recommendations – – – 48
5.4 Suggestions for further research – – – 49
References – – – 50
Appendixes – – – 52
LIST OF TABLES
Table 1: Sex of Respondents – – – 37
Table 2: Age grade of respondents – – – 38
Table 3: educational qualification of respondents – – 39
Table 4: Marital status of respondents- – – 40
Table 5: Is there any positive significant impact on stimulation product strategy and sales performance of Glo Nigeria?. – – – 41
Table 6: Is there any positive impact on development product strategy on sales performance of Glo Nigeria?. – – – 42
TABLE 7: Is there any positive relationship between product synco-marketing and sales performance of Glo Nigeria?. – – – 43
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
The journey to success in Nigeria’s Telecommunication industry has been long and tortuous, facilities were first provided in 1886 by the colonial administration mostly landlines. At independence in 1960, with a population of roughly 40 million people, the country only has about 18,724 phone lines in use. This translated to a tele density of about 0.5 telephone network consisted of 121 exchanges of which 116 were of the Manuel (magneto) type and only 5 were automatic. Kotler (2003). Between 1960 and 1985, the telecommunication sector consisted of the department of post and telecommunication (P&T) in charge of internal network and a Limited Liability Company, the Nigeria external Telecommunication NET limited is responsible for the external telecommunication (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 one telephone to 100 inhabitants recommended by ITU for developing countries. The quality of services was largely unsatisfactory.
The world is fast becoming a global village and a necessary tool for this process is communication of which telecommunication is a key player. The development in the telecommunication industry all over the world is rapid as one innovation replaces another in a matter of weeks. Either a major breakthrough is the wireless telephone system that comes in fixed wireless telephone lives 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 place on information and communication technology (ICT) by homes, organization and nations. Burdus (2001).
Nigeria is not left out in this race for rapid development, as the nation’s economy has been subject of 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 telephone providers that have activated ninety thousand (90, 000) lines; 45 internet services providers with a customer of about 17,000. Several intermediations 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 proved the way for granting of GSM Licenses to three (3) service providers; MTN NIGERIA, AIRTEL AND NITEL PLC now TRANSCORP in 2001.
1.2 Statement of the Problem
In today’s competitive business environment, mobile operators have to compete in the industry by facing the problems and overcoming them, taking initiative, considering the prospects of the customers and overall industry.
However, as stated by Dennis Drogseth (2005, p. 52) “the challenges faced by global networks have more to do with management and process than with technology”. The research work is aimed at addressing the issues faced by global telecommunications and explores the issues and opportunities available to telecommunication product differentiation strategy and management.
