THE IMPACT OF MARKET SEGMENTATION AND PRODUCT POSITIONING IN A SERVICE INDUSTRY

Price: 4000.00

(A case study of MTN, Ahmadu Bello Way Kaduna)

ABSTRACT

This project work titled “The Impact of Market Segmentation and Product Positioning In Service Industry” with reference to MTN Ahmadu Bello way Kaduna. Contains five chapters. It a body of knowledge in the field of business, that marketing concept which are applied in the manufacturing industry are applicable in the organisation. The focus of this project is base on the introduction of the subject matter, background of the subject matter, statement of the problem and the research of the objective for the study was also made. However, the research scope, significance of the study, including the limitation were highlighted and clarified, also definition of terms used during the study were stated. Literature reviews were carried out, also questionnaire were administered to collected data from the management and staffs of the MTN and a simple percentage was used to analyze the collected data for easy understanding. Research population and sample size, a sample size of 12 were taken from the population of 24 of only the management and staff of the MTN. The discussion of the result have been carried out. The study conclusively discovered that segmentation and product positioning is a vital tool for any business, it is recommended that MTN should continue to segment, this is because, the net effect will be sustainable profitability.

TABLE OF CONTENT

Title page- - - - - - - - - - i

Declaration - - - - - - - - - ii

Approval pages - - - - - - - - iii

Dedication - - - - - - - - - iv

Acknowledgement- - - - - - - - v

Abstraction- - - - - - - - - vi

Table of content - - - - - - - - vii

CHAPTER ONE

1.0 Introduction - - - - - - - 1

1.1 Background of the study - - - - - 2

1.2 Statement of the problem - - - - - 4

1.3 Objective of the Study - - - - - - 5

1.4 Significance of the Study - - - - - 6

1.5 Research Question - - - - - - 6

1.6 Scope of the Study - - - - - - 7

1.7 Limitation of the Study - - - - - - 7

1.8 Definition of the terms - - - - - - 9

CHAPTER TWO

Literature Review

2.0 Introduction- - - - - - - - 9

2.1 Marketing segmentation- - - - - - 9

2.2 Historical perspective/background of Peterson Zochonia 11

2.3 Importance of marketing segmentation - - - 13

2.4 Condition for effective segmentation - - - 13

2.5 Basis for marketing segmentation - - - - 15

2.6 Target market - - - - - - - 21

2.7 Differentiated marketing - - - - - 23

2.8 Validity and viability of market segmentation - - 24

2.9 Segmentation and target - - - - - 27

2.10 Segmentation and profitability - - - - 28

2.11 Market segment and company asset - - - 30

2.12 Benefit of segmentation - - - - - 30

CHAPTER THREE

3.0 Introduction - - - - - - - 33

3.1 Area of study - - - - - - - 33

3.2 Research design - - - - - - - 33

3.3 Population of study- - - - - - - 34

3.4 Sample size and sampling techniques- - - - 34

3.5 Instruments for data collection - - - - 34

3.6 Administration of the instrument - - - - 35

3.7 Method of data analysis and presentation - - - 35

CHAPTER FOUR

Data Presentation and Analysis

4.0 Introduction - - - - - - - 36

4.1 Presentation and analysis of management questionnaire 36

4.2 Presentation and analysis of customer and distribution

questionnaire - - - - - - - 45

4.3 Discussion of the Result - - - - - 49

4.4 Proof of Hypothesis - - - - - - 51

CHAPTER FIVE

Summary, Conclusions and Recommendations

5.0 Introduction - - - - - - - 54

5.1 Summary - - - - - - - - 54

5.2 Conclusion - - - - - - - - 54

5.3 Recommendations - - - - - - 55

Bibliography - - - - - - - 56

Appendix - - - - - - - - 57

CHAPTER ONE

1.0 INTRODUCTION

Marketing is a business that identifies unfulfilled needs and wants defines and measures their magnitude determines which target market, the organisatioon can best serve and decide on appropriate product, services and program to serve these markets.

Consumer are the most important things to consider while operating any business environment. It must therefore be clear that a through and constant study of the consumers is one thing and another entirely those needs of the consumer at a profitable level, hence marketers resort to a lot of strategies.

Many people are confusing marketing for its sub-functions such as advertising selling and merchandising. But an authentic marketing is not the act of selling what you can make but knowing what to make. It is art of identifying and understanding customers profit to the producers and benefits for the stakeholders.

Market leadership is a gained by creating customer services therefore marketing can be viewed as customer oriented philosophy. It is the creation and delivery of a standard of living. Organization must try to identify a particular market that is more attractive and that can be managed affectively and profitable. Market segmentation attempts to identity significant difference in buyer characteristic which is used to determine which target market should be aimed at and the type of product to be given to that market.

Market segmentation can be defined as the act of dividing a market into distinct parts. A market consists of buyer and these buyers differ in one or more respects.

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