CHAPTER ONE
1.1
INTRODUCTION
TO THE STUDY
The company’s effort at prevailing among
the millions of competition is surrounded by number of strategies the major
factors that brought competition is product.
A product is anything tangible that can
be offered to a marketer for attention acquisition that can satisfy a want or
need.
A product in a competitive market should
always be attributed with certain factors for proper identification in that
market by the consumers.
The strategies for winning customers
include the discovery an exploitation of distinctive advantage over
competition. It stands on the principle that a company or a brand should have
its own brand or concept of its business and check to achieve superiority over
others.
The competition in the market is one of
the key environment tat affect company’s activities to give its target market.
The rival or competitor may be directly or indirectly. For this reason,
strategies to put in place of suppress this competitor can only effective if
proper competitive situation can only effective if proper competitive situation
analysis is conducted whether it be product quality method of distribution
packaging and advertising skills.
As some one said “supreme excellence consist
of breaking the enemy’s competitors resistance without fighting” this various
strategies such as product differentiation which includes: pricing.
1.1
STATEMENT
OF PROBLEMS
Supposed our economy is a monopolistic
economy issue of competition would not have arrived in the marketing of goods
and services but due to the various environmental factors include among
producer, producing the same type of product.
It had turn a market to a competitive
ground and some producer find it very difficult to survive in the competitive
markets.
It’s therefore important for management
to build an organization culture dedicated to the outstanding and meeting the
needs of customers by order to identify companies competitors. The company must
also recognize that “CONSUMER IS THE KING” company must involve themselves in
marketing strategies that will allow them to be better off the other
competitors in their target market.
1.2
OBJECTIVE
OF THE STUDY
This research work will
be useful for practical purpose which shows the techniques or strategies for
winning customer in a competitive market environment in Nigeria.
Other purpose of the study are listed
below:
i.
To investigate and find
out the implication of competitors on the activities of the company (Zain
Nigeria Plc).
ii.
To know whether the
intended strategy serve as the solution to the existing problem(s).
iii.
To identify the brand
Zain can used against other competitors like MTN, GLO.
iv.
To carry-out
investigate in affect of various marketing strategies in winning customers and
simulate repeat.
(a) The Organization (Zain
Plc): – This study will also found useful in zain
Nigeria plc. In order to know the effective strategies to use for marketing its
product in the face of other competitors.
(b) Source of Information:
– This study could also be used for
further researches as source significant.
(c) Job Opportunity: This study will also beuseful for employment purpose
due to its significant.
1.4 SCOPE OF THE STUDY
Without doubt, this study concerns wide
area as for the purpose of effectiveness. Thus, the scope of this study covers
the following: in term of theory, this study covers the marketing strategies
for winning customers in competitive market with emphasis on zain Nigeria plc.
This study covers the communication industry due to the case study of zain plc.
as one of the companies in communication industry geographically. This study
covers the whole Nigeria but with emphasis on Ilorin metropolis as the
geographical scope. The time converage of this study shall be considered on the
premises of (a) the period of writing the project and (b) time of data
gathering. Therefore, time scope of the study shall be June of August of 20.
branding. Packaging and effective promotional activities should always be put
into consideration so as to surprise and depress the plans of competitors.
The marketing planning or strategy for wining
competitors in the face of the consumers could be seen with the skillful plan
that generally cover all the face of marketing. This marketing tactics to win
consumers in the market includes the products strategy (price, taste, branding,
colour, size, packaging product design) pricing strategy (pricing skimming,
sales promotion, publicity), physical distribution strategy (direct to
consumer, through dealers, wholesaler or retailer) and so on.
Therefore, there are strategic completion
of marketing including the following:
a.
Market segmentation
b. Market
position
c.
Marketing mix (product,
price, place and promotion)
d. Market
entry strategies
e.
Timing strategy and so
on?
Without doubt, the proper and effective
utilization of this strategy would led to the following for the company in
order to have an upper arm in the industry. This benefit includes:
a.
Suppression of
competitors
b. Expansion
of market share
c.
Product differentiation
and identification among competitors.
1.5 LIMITATIONS
OF THE STUDY
Gathering of
all needed data in most studies is usually met with a number of obstacle and
constraints.
Financial
barriers stand as a big constraints during the exercises and limited full
success of this study. This is because a lot of money was required to administer
in the conduct of interview, which was based upon book appointment which was
not reliable for several days.
Another
constraint is lack of cooperation of some respondents because of their tight
schedule particularly the market woman who were always busy attending to their
customers thus, often to make a real repeat call.
However,
despite all these constraints, the researches believes that this study shall
achieve the desired objectives.
1.6 DEFINITION
OF RELATED TERMS
A consumer
is strictly ultimate use of a product or services. He /she is the one who
decide the satisfaction and benefit offered.
1. MARKET:
Market in it literal meaning can be defined by professor A.A. Wicksleed, he
said “Marketing is the characterized phenomenon of the economics life and the
central problem of an economic situation”.
2. CONSUMERS/
CUSTOMERS: A consumer / customer is
the ultimate user of a product or service satisfaction and benefit from the
consumption of the product which in turn either produces utility i.e. satisfaction
or not.
3. COMPETITIVE
MARKET: A competitive market is the
market in which sellers of the same goods their buyers and make meaningful
deals and exchange of a well defined commodity or product in the same market which
in turn create or leads to a health rivalry among the sellers.
4. ORGANIZATION:
This is the organized system or the organized group of people who work in
harmony with the aim of achieving the stated goals and objectives which usually
is profit.
5. STRATEGIES:
This is the way and method of
planning and directing of the whole operation in the organization so as to
achieve the stated aim and objectives.
1.7
PLAN
OF THE STUDY
In view of
this research work to be fully comprehend and fully understood. It is as
elaborated into different stages and chapters which is as follow:
Chapter one
of this research work is about the background of the study, which tells about
research topic, an insight to what the topic will do for firms and organization
that will implement it in their organization.
Chapter two
of the research work is an eye opener to what is expected of the topic i.e. who
is a consumer is, what is their characteristics and the term and language that
surround the topic and also a consumer.
Chapter
three of its research work is about the method used in researching of all
available data and analysis about this research work.
Chapter
four talks about presenting and analyzing of all available data and information
that are been gotten and derived from chapter three.
Chapter
five of this research work is about the summarizing of the findings, our
conclusion and also our recommendations in the research topic and
implementation of research result to suitable firms and industry.