THE EFFECT OF MARKETING STRATEGIES ON PRODUCT LIFE CYCLE

THE EFFECT OF MARKETING STRATEGIES ON PRODUCT LIFE CYCLE

(A CASE STUDY OF MTN NIGERIA KADUNA)

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.

 TABLE OF CONTENTS

Title Page -       -       -       -       -       -       -       -       -       -       i

Declaration      -       -       -       -       -       -       -       -       -       ii

Approval Page  -       -       -       -       -       -       -       -       -       iii

Dedication       -       -       -       -       -       -       -       -       -       iv

Acknowledgement    -       -       -       -       -       -       -       -       v

Abstract   -       -       -       -       -       -       -       -       -       -       vi

Table of contents     -       -       -       -       -       -       -       -       vii

CHAPTER ONE  

1.0      Introduction     -       -       -       -       -       -       -       -       1

1.1   Statement of General Problems        -       -       -       -       2

1.2      Historical Background of Subject Matter         -       -       -       4

1.3      Objective of the Study      -       -       -       -       -       -       6

1.4      Scope of the Study   -       -       -       -       -       -       -       8

1.5      Limitation of the Study    -       -       -       -       -       -       9

1.6      Definition of Terms  -       -       -       -       -       -       -       10

CHAPTER TWO

2.0      Literature Review     -       -       -       -       -       -       -       13

2.1   The Concept of product life cycle     -       -       -       -       13

2.2      The Product Concept       -       -       -       -       -       -       -       14

2.3      New product Development       -       -       -       -       -       16

2.4      Product Life Cycle    -       -       -       -       -       -       -       23

2.5      Selecting Marketing         -       -       -       -       -       -       27

2.6      Marketing of product over their life cycle -       -       -       34

2.7      Marketing strategies -       -       -       -       -       -       -       37

CHAPTER THREE: Research method

3.0      Introduction     -       -       -       -       -       -       -       -       48

3.1   Research method used    -       -       -       -       -       -       48

3.2      Research population and Sample size     -       -       -       49

3.3      Sample size and procedure      -       -       -       -       -       50

3.4      Justification for the method used    -       -       -       -       50

3.5      Statistical Techniques used     -       -       -       -       -       51

3.6      Formulation of Hypothesis

CHAPTER FOUR

4.0      Introduction     -       -       -       -       -       -       -       -       53

4.1   Presentation and Analysis of Staff Questionnaire    -       53

4.2      Presentation and Analysis of Customers/Distributors

Questionnaire  -       -       -       -       -       -       -       -       59

CHAPTER FIVE 

5.0      Discussion of results       -       -       -       -       -       -       -       65

5.1   Discussion of findings     -       -       -       -       -       -       65

5.2      Proof of Hypothesis  -       -       -       -       -       -       -       68

CHAPTER SIX 

6.0      Summary of findings, Conclusion and Recommendations       70

6.1   Summary of findings       -       -       -       -       -       -       -       72

6.2      Conclusion      -       -       -       -       -       -       -       -       73

6.3      Recommendations   -       -       -       -       -       -       -       74

Bibliography    -       -       -       -       -       -       -       -       76

Appendix         -       -       -       -       -       -       -       -       -       78

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 s