Select Currency
Translate this page

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

Format: MS WORD  |  Chapter: 1-5  |  Pages: 72  |  789 Users found this project useful  |  Price NGN3,000

  DOWNLOAD THE FULL PROJECT

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

 

(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.

 

They may differ in wants resources and geographical locations. Buying attitude and buying practices. Any one of all these can be used to segment a market in order to serve the customer more effectively and efficiently.

 

Market segmentation can therefore be defined as the act of dividing a market into distinct parts, that is the process of dividing the total heterogeneous market for a product into several submarket or segment each of which tends to be homogeneous in all. Significant aspects, it can also be define as the act of dividing a market into distinct and meaningful groups of buyers who might merit separate product and or market mixes.

 

Segmentation strategy helps the organization to find reaction in customer trait and producing in line with those characteristics so as to conform to those identified needs of the customers.

 

1.1     BACKGROUND OF THE STUDY

 

It is obvious that companies can not connect all customers in large broad or diverse market and as a result of the needs to divide market in to group of consumer or segments with distinct needs and wants. It therefore becomes paramount for a company to identify which market segment to serve better. Before the objective can be achieved, it is required that a keen understanding of consumer behaviour and careful strategic thinking. To develop the best marketing planning, managers need to understand what makes each segment unique and different. Modern marketers in their quest to study consumer behaboviour and responses to benefit offer by the product for example do people want quantity rather than low price. In an attempt to increase benefit to consumers, this will aid marketers to know how best to satisfy each category of these customers. It required a keen understanding of consumers’ behaviour and careful strategic thinking.

 

The over all intent is to identify groups of similar customers and potentials customers to prioritize the groups to address to understand their behaviour and to respond with appropriate marketing strategic that satisfy the different performance of each choosen division and thereby improve the company revenue. This can however be achieved through a distinct division of groups of buyers who might requires separate product and for marketing mix known as market segmentation.

 

According to Michael Porter (1970 P:37) with the right segmentation, the right list can be purchased advertising results can be improved and customer satisfaction can be increased leading to better reputation

 

Nelson (1984 page 125) explain that united states in the 18 century provides a broad segmentation of the population of their country based statistical analysis of house hold and geo-demogrpahic data. The recent times market has been divided based on the number of general criteria. Such as industrial or public versus private, although industrial market segmentation is quite different from consumer market segmentation but both have similar objectives. Regardless of which type of segmentation a marketer uses, the secret behind the marketing programmes recognize customer differences and efficiently highlight the differences to offer maximum satisfaction to every division.

 

1.2     STATEMENT OF THE PROBLEM

 

The quest for increasing the sales of consumer goods is every organization’s problem. Both marketers of services and tangible seek to enhance profit and sales turnover and the objective of profitability can only be achieved when firms properly understand and apply the marketing segmentation strategy. Firms are also faced with the difficulty at identifying and selecting particular market target and satisfying them by blending the marketing mix elements thus marketing segmentation, recognize that every market is made up of distingishedable segments consisting of buyers with different needs. The task of clearly understanding consumer needs and wants identifying various homogeneous customer characteristic according to an outlined dimension in order to group them together adequately and to effectively develop marketing mix to match these characteristic and buying requirements. All posses a fundamental marketing problem to firms.

 

Marketing segmentation is one among the various strategic concept that form the basic for marketing programs. Segmenting markets into subsets with the aim of satisfying customer groups equally sales of consumers goods and profitability for the total organization and the stakeholders is an objective and goal of every business that practices the marketing concepts most organisation encounter the problem of determining the appropriate pricing promotional and distribution strategy to adopt in satisfying the numerous customers. Though some firms fined it excruciating to marketing segmentation strategy due to their inclination of the strategy as an expensive and time consuming exercise. This is because of inadequate information on its importance of marketing segmentation and its impact on sales of consumers goods has become a research problem.

 

 

1.3     OBJECTIVES OF THE STUDY

 

The purpose of this research work is described below:

1.     To establish the relevance of marketing segmentation and its effective on product positioning

2.     To enumerate the importance of firms adopting the strategy of marketing segmentation in order to achieve organizations objective of profitability and customers satisfaction

3.     To examine the dimensions and bases for segmenting in market and their relationship on product positioning

4.     To determine the degree to which the organisation in question (MTN) practices market segmentation

5.     To highlight the limitations of the marketing segmentation

 

1.4     SIGNIFICANCE OF THE STUDY

 

This research work a part from being an essential requirement for the partial fulfillment of Higher National Diploma in Marketing, it will be an added value and benefit to the researcher, other individual and groups. The project will beneficial to MTN plc, as the findings and recommendations will help to improve their marketing activities. The project benefits my fellow student and student of other institutions in related course

The information in this project work will enable marketing firms re-appraise the segmentation strategy applied in their business and make better use of marketing resources and efforts in their marketing activities. The study will also widen the knowledge base on the researcher in the curse of conducting the research.

 

1.5     RESEARCH QUESTION

 

1.     What are the relevance of marketing segmentation and its effective on product positioning in the organisation?

2.     What are the benefits of adopting the strategy of marketing segmentation in order to achieve organizations objective of profitability and customers satisfaction?

3.     What are the dimensions and bases for segmenting in market and their relationship to product positioning?

4.     What is the degree to which the organisation (MTN) practices market segmentation?

5.     What are the limitations of the marketing segmentation?

 

1.6     SCOPE OF THE STUDY

 

The study covers all staff of the organization (MTN which is used as the case study) it is the intension of the researcher to fined out how this company’s segment its staff in relation to product positioning and what has been the outcome of this system to the organization as a whole and relations of the employee of the organization when appraised.

 

 

1.7     LIMITATION OF THE STUDY

 

It is a tasking job to conduct research of this nature and thus a number of constraints are prevalent in the course of the investigation. Financial constraint is one major problem encountered by the research because of the depressed economy and limited fund/financial resource available to the researcher for the study.

 

This has retrained the researcher from conducting a detailed survey. Transportation to and from, to various branches of MTN in Kaduna posses a lot of problem during the process of  obtaining information for the research work. The duration of time required for the research work is too short this constraining the liberty to search further for more information.

 

The company’s employee and the executives could proved uncooperative during the search of data about the company’s activities in relation to subject matter. The executives were elusive because of the fear of exposing crucial financial information regarding the firm to competitors.

 

Unavailability of books to source for relevant data posed a problem, the Kaduna polytechnic library is stocked with very few books and those available were outdated or irrelevant to the research topic.

 

  DOWNLOAD THE FULL PROJECT

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

Not The Topic You Are Looking For?



For Quick Help Chat with Us Now!

+234 814 010 7220

+233 55 385 5526


HOW TO GET THE COMPLETE PROJECT ON THE IMPACT OF MARKET SEGMENTATION AND PRODUCT POSITIONING IN A SERVICE INDUSTRY INSTANTLY

  • Click on the Download Button above.
  • Select any option to get the complete project immediately.
  • Chat with Our Instant Help Desk on +234 814 010 7220 for further assistance.
  • All projects on our website are well researched by professionals with high level of professionalism.

Here's what our amazing customers are saying

Samuel From Ajayi Crowther University
You guys just made life easier for students. Thanks alot iprojectmaster.com
Excellent
Dau Mohammed Kabiru
Kaduna State College of Education Gidan Waya
This is my first time..Your service is superb. But because I was pressed for time, I became jittery when I did not receive feedbackd. I will do more business with you and I will recommend you to my friends. Thank you.
Very Good
Emmanuel Essential
Kogi state University
I actually took the risk,you know first time stuff But i was suprised i received as requested. I love you guys 🌟 🌟 🌟 🌟
Very Good
Azeez Abiodun
Moshood Abiola polytechnic
I actually googled and saw about iproject master, copied the number and contacted them through WhatsApp to ask for the availability of the material and to my luck they have it. So there was a delay with the project due to the covid19 pandemic. I was really scared before making the payment cause I’ve been scammed twice, they attended so well to me and that made me trust the process and made the payment and provided them with proof, I got my material in less than 10minutes
Very Good
Stancy M
Abia State University, Uturu
I did not see my project topic on your website so I decided to call your customer care number, the attention I got was epic! I got help from the beginning to the end of my project in just 3 days, they even taught me how to defend my project and I got a 'B' at the end. Thank you so much iprojectmaster, infact, I owe my graduating well today to you guys...
Excellent
Musa From Ahmadu Bello University
Thank you iprojectmaster for saving my life, please keep it up and may God continue to bless you people.
Excellent
Merry From BSU
I am now a graduate because of iprojectmaster.com, God Bless you guys for me.
Excellent
Uduak From Uniuyo
IProjectMaster is the best project site for students. Their works are unique and free of plagiarism!
Excellent
Peace From Unilag
I cried not knowing how to go about my project but the day i searched online and saw iprojectmaster, i called and got my full project in less than 15minutes, i was shocked!
Excellent
Oluchi From Michael Opara University
If you are a student and you have not used iprojectmaster materials, you are missing big time! iprojectmaster is the BEST
Excellent

FREQUENTLY ASKED QUESTIONS

How do I get this complete project on THE IMPACT OF MARKET SEGMENTATION AND PRODUCT POSITIONING IN A SERVICE INDUSTRY?

Simply click on the Download button above and follow the procedure stated.

I have a fresh topic that is not on your website. How do I go about it?

How fast can I get this complete project on THE IMPACT OF MARKET SEGMENTATION AND PRODUCT POSITIONING IN A SERVICE INDUSTRY?

Within 15 minutes if you want this exact project topic without adjustment

Is it a complete research project or just materials?

It is a Complete Research Project i.e Chapters 1-5, Abstract, Table of Contents, Full References, Questionnaires / Secondary Data

What if I want to change the case study for THE IMPACT OF MARKET SEGMENTATION AND PRODUCT POSITIONING IN A SERVICE INDUSTRY, What do i do?

Chat with Our Instant Help Desk Now: +234 814 010 7220 and you will be responded to immediately

How will I get my complete project?

Your Complete Project Material will be sent to your Email Address in Ms Word document format

Can I get my Complete Project through WhatsApp?

Yes! We can send your Complete Research Project to your WhatsApp Number

What if my Project Supervisor made some changes to a topic i picked from your website?

Call Our Instant Help Desk Now: +234 814 010 7220 and you will be responded to immediately

Do you assist students with Assignment and Project Proposal?

Yes! Call Our Instant Help Desk Now: +234 814 010 7220 and you will be responded to immediately

What if i do not have any project topic idea at all?

Smiles! We've Got You Covered. Chat with us on WhatsApp Now to Get Instant Help: +234 814 010 7220

How can i trust this site?

We are well aware of fraudulent activities that have been happening on the internet. It is regrettable, but hopefully declining. However, we wish to reinstate to our esteemed clients that we are genuine and duly registered with the Corporate Affairs Commission as "PRIMEDGE TECHNOLOGY". This site runs on Secure Sockets Layer (SSL), therefore all transactions on this site are HIGHLY secure and safe!