Performance Effects of Strategic Marketing Management in the Nigerian Telecoms Industry: Empirical Insight from Globacoms Ltd.

Abstract

The rate of competition in the Nigerian telecommunication industry is moving at a leapfrog basis. Competitors are reacting like tigers, some are reacting stochastically and different classes of competitors are coming out with their different attacks whether offensive or defensive. This rate of competition has made strategic marketing managers to put all hands on deck in implanting and crafting sustainable marketing strategies that would give their organization competitive edge in the ever turbulent business eco system. The paper therefore examined the effects of strategic marketing management on the performance of Globacom Limited with the view of evaluating the extent to which the organization strategically market its product and the methods it employs. The research design adopted for the study was a descriptive survey method in which a simple random technique was used for selecting respondents using administered questionnaires on strategic marketing. However, both primary and secondary methods were adopted and the hypotheses were tested using the SPSS (regression) method. The findings of the study revealed that strategic marketing management has positive impact on the performance of Globacom Limited. The findings also revealed that market orientation does influence the sales performance & profitability of telecoms industry and that market segmentation is a useful tool to enhance customer’s satisfaction. It was therefore recommended that organizations should continue to apply Strategic marketing management to improve their performance level. They should maintain an ethical atmosphere since it is good for efficiency. The organization should also put more effort in managing marketing complexity, customer and stakeholder expectations and to reconcile the influences of a changing environment in the context of a set of resource capabilities.

Keywords: Performance, Strategic Marketing, Management, Nigerian Telecoms Industry & Customers’ satisfaction