Nigeria is often identified as the fastest moving economy and one of the most advanced I.C.T market sectors in Africa. It has the largest population in Africa and Nigeria market’s high level of sophistication markets it an exciting and attractive market in just four years, Nigeria has become the telecoms hotspot for both telecoms operators and equipment supplies. In 2004, Nigeria has about five million mobile lines and about one million five lines, compared with just about 450,000 lines a couple of years ago.
Neilson (2005) in his research on the Nigerian massive telecommunication opportunities observed that “Nigeria represents a telecommunication market of, as yet, almost untapped potential. His report tracks development and growth of the Nigeria telecoms sector from a scenario where the industry had been dogged by poor service and the lack of infrastructure and funds, with the incumbent network NITEL, the country’s only carrier since 1993. However, the arrival of GSM network operators in the evolution of communications in the country.
Neilson conclude that although the mobile market has received the most media attention, and certainly has the greatest potential, the fact is that the entire Nigerian telecommunication is set for further dramatic growth, and has probably achieved less than a quarter of its ultimate potential as at the end of 2007. in this regard, this work look at the strategies a firm/company need when it embank on market penetration.
Market penetration (also known as market share) is a term that was developed to permit businesses to know what percentage of all possible sales was represented by their actual sales. In common practice, one measure market penetration by measuring real sales of a given good for a given period and then comparing that total with the total of all sales of that specific good for that same period made by one owns company. Kobulricry and Stoffle (2004) observed “it is important to measure market because one’s own sales of a given period may go up, implying success, but actually not have increased as much as the total sales have increased. In this case one’s share of the market has fallen and one’s penetration has actually weakened”
Kotler (1991) describes “marketing as working with markets which means attempting to actualize potential exchanges for the purpose of satisfying human needs and wants” And in order to satisfy these needs and wants, certain things or activities must be carried out. Considering the day – to – day exchange process, which includes product planning, pricing, promotion and distribution?
MARKET PENETRATION STRATEGY AS A MEANS OF ENTERING THE NIGERIAN TELECOMMUNICATION A STUDY OF MOBILE TELECOMMUNICATION NETWORK (MTN)