Marketing strategies have been the effective tools 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 Ilorin mobile phone service providers. The objective of the study is to examine the effectiveness of marketing strategy on various stage of product life cycle. The method used for data collection was structured questionnaire. The randomly selected size of (121) out of an estimated population of one hundred and twenty_ five (125) of both the staff and the stakeholder were used for the research work. The data collected were used descriptive sample percentage table and linear regression analysis statistical tools which is used in testing three hypotheses. Hypothesis was developed and put into test, thus: The tested hypotheses showed that the application of marketing strategies of MTN has significant effect on various stages of their product life cycle Also, the application of marketing strategies of MTN has significant challenges at each stages of product life cycle. The analysis further revealed that the application of marketing strategies of MTN has significant effect on product life cycle challenges on marketing strategy. Conclusively, all the tested null hypotheses were rejected and the alternative was accepted. The study conclusively found that MTN Nigeria (Ilorin) 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
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study 1
1.2 Statement of Problem 6
1.3 Research Questions 7
1.4 Objectives of the Study 7
1.5 Statement of Hypotheses 7
1.6 Significance of the Study 8
1.7 Scope of the Study 9
1.8 Definition of Key terms ( as used in study) 9
CHAPTER TWO: LITERATURE REVIEW
2.1 Conceptual Framework/Review 12
2.1.1-Concept of Product Life Cycle 12
2.1.2- product Development 18
2.1.3-Product Life Cycle 22
2.1.4-Selecting a Market- Orientation Strategy is target Marketing 26
2.1.5-Marketing Strategy-Showing the 4PS of Marketing Mix 28
2.1.6-Management of product over their life Cycle 32
2.1.7-Marketing Strategy 36
2.2 Theoretical Framework/Review 4 2.2.1-Stages of product life Cycle 42
2.2.2-Variations in product life Cycle 44
2.2.3-Technology adaptation across life Cycle 46
2.2.4-International product life Cycle 49
2.3 Empirical Framework/Review 50
2.4 Identification of Knowledge Gaps in the Literature 53
CHAPTER THREE: METHODOLOGY
3.0 Introduction 55
3.1 Research Design 55
3.2 Population of the study 56
3.3 Sample and sampling Techniques 56
3.4 Research Instrument(s) 57
3.5 Validity and Reliability of the Instrument(s) 58
3.6 Methods of Data Collection 59
3.7 Methods of Data Analysis ( justify the selection of the statistical techniques)60
CHAPTER FOUR: PRESENTATION, ANALYSIS OF DATA AND DISCUSSION
4.0 Introduction 61
4.1 Data Presentation 61
4.2 Statement of Hypotheses 81
4.3 Test of Hypotheses 81
4.3.1-Hypotheses One 81
4.3.2-Hypotheses Two 84
4.3.3-Hypotheses Three 86
4.4 Discussion of Findings 88
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary 91
5.2 Conclusion 91
5.3 Recommendations (To be itemized using Roman number) 92
References 94
Appendix I 97
Appendix II 100
LIST OF TABLES
Table 3.1 Objective, Hypothesis and Statistical Techniques 60
Table 4.1 Age of Respondents 61
Table 4.2 Gender of Respondents 62
Table 4.3 Educational Level of Respondents 62
Table 4.4 Marital Status of Respondents 63
Table 4.5 Department of Respondents 64
Table 4.6 Category of Staff 64
Table 4.7 Monthly income of Respondents 65
Table 4.8 Period of Working in the Company 66
Table 4.9 Awareness of products life cycle Stage 67
Table 4.10 Effective marketing strategy have always have impact on product lifecycle68
Table 4.11 Product lifecycle is associated with changes in the market situation, thus impacting market strategy 68
Table 4.12 Advertising tactics including promo and freebies is an effective marketing strategy 69
Table 4.13 Understanding of target audience and market behavior is a market strategy means 69
Table 4.14 Through effective marketing strategy, the MTN company is having good return and stronger clientele base on market investment 70
Table 4.15 The call of effective market strategy is for the top management of the MTN company 71
Table 4.16 Integrating effective competitive evaluation helps market strategy 72
Table 4.17 Traditional marketing channels such as advertising, direct marketing and public relations still delivers enough value to warrant the investment 72
Table 4.18 A major challenge posed at product introductory stage is building brand awareness, that is, advertising 73
Table 4.19 Increment of brand preference is challenge at the growth stage of products 74
Table 4.20 Developing alterative competitive strategy is a challenge at product maturity stage 75
Table 4.21 Looking at ways to reduce product cost, improving or even change product is a challenge at the fourth (declining) stage 75
Table 4.22 Challenges posed at the different stages directly affects lifecycle of product76
Table 4.23 Marketing strategy play an important role in the success of an organization77
Table 4.24 What are the risk associated with marketing strategy program 78
Table 4.25 What other challenges are posed to the stages of product lifecycle 79
Table 4.26 State other effective management strategies that MTN can use to counter challenges and improve product life cycle 80
Table 4.27 Model Summary Hypothesis One 82
Table 4.28 ANOVA 82
Table 4.29 Coefficients 83
Table 4.30 Model Summary Hypothesis two 84
Table 4.31 ANOVAa 85
Table 4.32 Coefficientsa 85
Table 4.33 Model Summary Hypothesis Three 86
Table 4.34 ANOVAa 87
Table 4.35 Coefficientsa 87
LIST OF FIGURES
Figure 2.1 Product development and modification 15
Figure 2.2 Product Life cycle curve 24
Figure 2.3 Developing a marketing mix for Target Marketing 28
Figure 2.4 Life cycle of a typical Product 33
Figure 2.5 Stages of product life Cycle 44
Figure 2.6 Cycling Variations 45
Figure 2.7 Landscape of the Technology adoption Life Cycle 46
