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 Study1
1.2Statement of Problem 6
1.3Research Questions7
1.4Objectives of the Study7
1.5Statement of Hypotheses7
1.6Significance of the Study8
1.7Scope of the Study9
1.8Definition of Key terms ( as used in study)9
CHAPTER TWO: LITERATURE REVIEW
2.1Conceptual Framework/Review12
2.1.1-Concept of Product Life Cycle12
2.1.2- product Development18
2.1.3-Product Life Cycle22
2.1.4-Selecting a Market- Orientation Strategy is target Marketing26
2.1.5-Marketing Strategy-Showing the 4PS of Marketing Mix28
2.1.6-Management of product over their life Cycle32
2.1.7-Marketing Strategy36
2.2Theoretical Framework/Review4 2.2.1-Stages of product life Cycle42
2.2.2-Variations in product life Cycle44
2.2.3-Technology adaptation across life Cycle46
2.2.4-International product life Cycle49
2.3Empirical Framework/Review50
2.4Identification of Knowledge Gaps in the Literature53
CHAPTER THREE: METHODOLOGY
3.0Introduction55
3.1Research Design55
3.2Population of the study56
3.3Sample and sampling Techniques56
3.4Research Instrument(s)57
3.5Validity and Reliability of the Instrument(s)58
3.6Methods of Data Collection59
3.7Methods of Data Analysis ( justify the selection of the statistical techniques)60
CHAPTER FOUR: PRESENTATION, ANALYSIS OF DATA AND DISCUSSION
4.0Introduction61
4.1Data Presentation61
4.2Statement of Hypotheses81
4.3Test of Hypotheses81
4.3.1-Hypotheses One81
4.3.2-Hypotheses Two84
4.3.3-Hypotheses Three86
4.4Discussion of Findings88
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1Summary91
5.2Conclusion91
5.3Recommendations (To be itemized using Roman number)92
References94
Appendix I97
Appendix II100
LIST OF TABLES
Table 3.1 Objective, Hypothesis and Statistical Techniques60
Table 4.1 Age of Respondents61
Table 4.2 Gender of Respondents62
Table 4.3 Educational Level of Respondents62
Table 4.4 Marital Status of Respondents63
Table 4.5 Department of Respondents64
Table 4.6 Category of Staff64
Table 4.7 Monthly income of Respondents65
Table 4.8 Period of Working in the Company66
Table 4.9 Awareness of products life cycle Stage67
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 strategy68
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 means69
Table 4.14 Through effective marketing strategy, the MTN company is having good return and stronger clientele base on market investment70
Table 4.15 The call of effective market strategy is for the top management of the MTN company71
Table 4.16 Integrating effective competitive evaluation helps market strategy72
Table 4.17 Traditional marketing channels such as advertising, direct marketing and public relations still delivers enough value to warrant the investment72
Table 4.18 A major challenge posed at product introductory stage is building brand awareness, that is, advertising73
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 stage75
Table 4.21 Looking at ways to reduce product cost, improving or even change product is a challenge at the fourth (declining) stage75
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 program78
Table 4.25 What other challenges are posed to the stages of product lifecycle79
Table 4.26 State other effective management strategies that MTN can use to counter challenges and improve product life cycle80
Table 4.27 Model Summary Hypothesis One82
Table 4.28 ANOVA82
Table 4.29 Coefficients83
Table 4.30 Model Summary Hypothesis two84
Table 4.31 ANOVAa85
Table 4.32 Coefficientsa85
Table 4.33 Model Summary Hypothesis Three86
Table 4.34 ANOVAa87
Table 4.35 Coefficientsa87
LIST OF FIGURES
Figure 2.1 Product development and modification15
Figure 2.2 Product Life cycle curve24
Figure 2.3 Developing a marketing mix for Target Marketing28
Figure 2.4 Life cycle of a typical Product33
Figure 2.5 Stages of product life Cycle44
Figure 2.6 Cycling Variations45
Figure 2.7 Landscape of the Technology adoption Life Cycle46