Organisational Strategic Marketing Policies and Its Impact on Customers' Brand Loyalty. a Comparative Study of Glo Mobile and Mtn.
RESEARCH PROPOSAL
TOPIC:
Organisational strategic marketing policies and its impact on customers brand loyalty.
(A comparative study of Glo mobile and MTN)
BY
OLASUPO GBENGA MICHAEL
081002809
DEPARTMENT OF BUSINESS ADMINISTRATION
UNIVERSITY OF LAGOS
MARCH 2013
1.1 INTRODUCTION
In our world today, the main objective of any business concern is to make profit but many organisations find it difficult to meet customers’ needs let alone to enjoy their loyalty due to the challenges of marketing operations in an environment.
The environment of any business has an influence on it success and it determines the performance of operation of such business organisation. The complexity of business environment be it business enterprises, corporate entities or even manufacturing industries are all struggling for survival especially those that are highly competitive like in the telecommunication face an uphill task in their quest to survive business competition with their rivals most especially when it has to do with the sales and marketing of their goods, services or brand. In other to give them self a competitive edge and advantage over the rival company/ companies.
Telecommunication industries have their share in peculiarity of environment like their counterparts aside its capital intensive factor, other factors such as economic, political, socio cultural and others which are uncontrollable by the organisation cannot be over emphasised. The marketing environment also poses a lot of threat to the survival of organisation in terms competitors, price ranges, and promotion abilities and so on. It is worthy of note that these factors are not constant they keep changing over time. Hence for a Telecommunication company to use strategic marketing effectively in other to win customers’ brand loyalty, it must in addition to having the cognizance of these factors and be able to adapt to the changes.
Haven the cognizance of this makes a company to adopt strategic marketing
TOPIC:
Organisational strategic marketing policies and its impact on customers brand loyalty.
(A comparative study of Glo mobile and MTN)
BY
OLASUPO GBENGA MICHAEL
081002809
DEPARTMENT OF BUSINESS ADMINISTRATION
UNIVERSITY OF LAGOS
MARCH 2013
1.1 INTRODUCTION
In our world today, the main objective of any business concern is to make profit but many organisations find it difficult to meet customers’ needs let alone to enjoy their loyalty due to the challenges of marketing operations in an environment.
The environment of any business has an influence on it success and it determines the performance of operation of such business organisation. The complexity of business environment be it business enterprises, corporate entities or even manufacturing industries are all struggling for survival especially those that are highly competitive like in the telecommunication face an uphill task in their quest to survive business competition with their rivals most especially when it has to do with the sales and marketing of their goods, services or brand. In other to give them self a competitive edge and advantage over the rival company/ companies.
Telecommunication industries have their share in peculiarity of environment like their counterparts aside its capital intensive factor, other factors such as economic, political, socio cultural and others which are uncontrollable by the organisation cannot be over emphasised. The marketing environment also poses a lot of threat to the survival of organisation in terms competitors, price ranges, and promotion abilities and so on. It is worthy of note that these factors are not constant they keep changing over time. Hence for a Telecommunication company to use strategic marketing effectively in other to win customers’ brand loyalty, it must in addition to having the cognizance of these factors and be able to adapt to the changes.
Haven the cognizance of this makes a company to adopt strategic marketing
References: Paul H. Rigby; Conceptual Foundations of Business Research; (New York: John Willey $ Sons; inc; 1965). Pg 20- 27